On a regular basis I get asked by clients what is the best method to contact potential customers in order to build their business. I always respond – Direct Mail.
Why? Because no one is doing it! Most marketers are convinced that email, telephone or search engine marketing is the most efficient use of their funds. They believe these methods will give them the best results. They forget one simple marketing principle – to use a marketing strategy that other companies are not doing so your message will stand out.
You are probably aware of the problems Australia Post are having at the moment. Their postal division is losing money year on year. The suburban Postie is very hard to spot on the street anymore. Many suburban dogs are sitting lonely in their front yards, waiting for somebody to walk past.
Just notice how many letters you are currently receiving at home or at the office ( apart from bills ) compared to 10 years ago. Very few I suspect. The odd direct mail piece I receive, I open. Do you open all your emails? Do you screen your telephone calls?
The opportunity for companies in the B2B and B2C space to send out a professional direct mail piece has never been so great. Yes it is more expensive than the other options. Yes it takes time to plan and the results take longer to gauge than email or telemarketing however your offer will have a higher cut through rate than these methods.
Charities are still using direct mail for prospecting and always have. The charity sector is one of the largest direct mail users in Australia. If a charity will spend their hard earned marketing dollar on direct mail why aren’t you. They must know something!
In terms of lists, there are far more list categories to be targeted with mail than email or telephone lists. With the Do Not Call Register having a major impact on who can receive telephone calls and the permission based email list choice fairly narrow, mail will open up more potential customers to the savvy marketer.
Have I convinced you?
Contact DataConsult and we will let you know what data segments are available and send you a free quote.
