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Is Leaving Direct Mail Out of Your Marketing Plans A Disservice to Your Business?
I enjoy reading articles and blogs on the internet. I found one the other day written by Peter Kelly, May 21, 2013 on his WordPress Blog, that made a lot of sense for direct mail marketing and small businesses, so I thought I would use portions of it and pass on this wisdom to you as well.
It is true that many business owners think of emails, online ads and social media for their marketing campaigns and fail to consider direct mail marketing. Peter Kelly’s article said it was a disservice to their business. And he is absolutely right!
He goes on to cite Business2Community as saying direct mail boasts a 65 percent conversion rate. Yet only 20 percent of businesses using direct mail are tracking results. Direct mail can and should be tracked as any other type of marketing mode.
Below are some of the persuasive reasons he provides for direct mail.
Less Likely to Get Lost
When you send out a mass email, there’s a good chance it will be filtered out of the intended recipient’s inbox. According to CRW Graphics, junk mail filters will only get more advanced and more sensitive as time passes. However, with direct mail you are almost guaranteed delivery to the intended recipient.
It Can’t Get a Virus
When you send something via snail mail, it will be delivered with less risk of a harmful interception, and can’t get a virus which is a risk for email. Email messages can easily pick up viruses along their journey. This can damage your online reputation, and be detrimental to your business.
It Provides Privacy
Direct mail is more secure than email. With the exception of the occasional mailbox thief, most mail will be delivered to the intended recipient without issues.
USPS Deals
Since return on investment is always the goal, it pays to become familiar with programs the postal service offers. The USPS has special discounts for companies mailing in bulk. The program is quite simple and has very few requirements. You have to meet a minimum number of mailings based on the type of mail you are sending out (for first-class mail you need 500 pieces), you must get a permit and agree to do some of the work, like sorting the mail by zip code. You’ll want to be certain the addresses you have are accurate to prevent waste. Any address lists you buy should be from a company that uses CASS certified software.
It Makes a Bigger Impact
Direct mail will make a footprint in the reader’s brain much more than any online counterpart. Physically holding something in your hands resonates far more than reading an email. Catalogs are also an effective tool for marketing. They are cost-effective and another lost art in the world of advertising.
Take the time to research all the caveats that come with direct-mail marketing so you can maximize your returns. Get creative, make pieces that stand out, and make sure to track your metrics. Your efforts are sure to reap unfathomable rewards.
By using direct mail you are able to get targeted mailings lists. Consumer mailing lists are available with virtually hundreds of selections to drill down to the exact type of consumer that would be purchasing your product. Targeted mailing lists are available for practically every type of business in the United States.
Call Dundee Data today and let’s discuss your direct marketing options.
Sincerely,
Susan Walter
susan@dundeedata.com
402-505-8239
Dundee Data Direct Omaha Nebraska Direct Marketing Company - Consumer and Business Data Lists
