Thursday, September 24, 2009

Is There Hope for Direct Mail?

In this digital era of ours, direct mail may be seen as something from the past. But you still need direct mail to reach those prospects you’re unable to contact through email. Plus, it’s a cost-effective way to stay in touch.

Mac McIntosh says:

“Reach customers and prospects with direct mail. If your budget is tight, consider personalized, laser-printed letters or postcards. These formats are some of the lowest cost-per-touch mail formats and are a way to reach prospects you can't e-mail. These mail pieces are getting through and getting the attention of your prospective customers. They also are cost effective (if the other tips are followed) on a cost-per-lead basis.”

Now it's time to hear from you: Do you agree that direct mail is still effective? Or do you think email marketing is a better way to go?
Posted by SmartTracks

3 comments:

  1. It's not a question, per se, of better or worse.

    But I think there is growing evidence that email, while potentially profitable, reaches a much narrower audience than direct mail.

    Direct mail is going to bring in larger numbers (in absolute terms) than email. Email is generally more efficient.
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  2. In an era of quick, low-cost, or even no-cost electronic communications, so much of it can seem like noise and the message does not get the attention it deserves. I think of when I was a kid and it seemed like we would get 90% "junk" mail. We don't get junk mail in that volume anymore. Targeted, customized, personalized mail pieces will cut through the noise and have impact. Response rates to mail are on the rise (in my experience). I won't go so far as to say mail is the new black, but email-only campaigns are certainly dead. Just ask yourself why is Vertical Response now offering postcard services?
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  3. solo direct mail can be quite expensive.
    I find the postcard advertising decks to be much more cost effective.
    ReplyDelete

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