Here at DataConsult we get many clients asking what is the best direct marketing method to reach their potential customers. This is not easy to answer until we have discussed with the client their campaign goals and market segments. However there is one area that many marketers have slowly been shying away from and that is Direct Mail.
Direct Mail is actually the new email.
Why? Because very few companies are doing it. Years ago an executive or consumer would receive a great deal of mail everyday at their office or home letterbox. Apart from bills most letters were ‘binned’ due to the time and effort in opening each letter and reading them – a bit like what is happening now with email.
Now this is in reverse. Emails are being deleted as quickly as they come in and mailing pieces are being opened, read and in many cases kept and read again.
Here are some pros when using Direct Mail:
- The direct mail environment is a good one. Sure, people call direct mail “junk mail.” But they use the term with a lot less anger than they do when they speak of “spam.” When you read through your email, you’re sitting at a desk staring at a monitor and you’re busy. When you sort through your postal mail, you’re probably much more relaxed and feel less put upon. This difference in receptivity is, in my judgment, incalculably important.
- Direct mail gives you the space you need to tell the whole story. If you write a compelling letter, readers will stay with you. They will NOT stick with you in an email.
- In direct mail, you can use emotion. In your letter or flyer you can inspire, frighten, cajole, convince, make cogent arguments, and motivate. Readers just don’t want that in an email. They want you to tell them the facts and get out.
- In direct mail you can include different pieces you can hold in your hand. I’m talking about a colorful flyer, a testimonial sheet filled with raves, objective product reviews, you name it. You never know what’s going to capture a reader’s interest or attention. With an email you get pixels on the screen and nothing more.
If you haven’t tried running a Direct Mail campaign for a while or if this is your first time I suggest you give it a go and run a test. You will be surprised with the results.
Need advice? Contact DataConsult now or call 02 9365 4140