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?

Don't Make this Common Email Mistake

Have you ever received an email that relied on images to carry the message? I received one the other day and here’s what it looked like:



As a marketer, of course I want to know what’s behind the brown curtain, but what about the others who don’t?

What happens when this same message is viewed via a Smartphone? Here’s what it looks like:


The one saving grace is the option to view this email a browser, but that’s an extra step customers and prospects need to take in order to get your message. And in these days of faster, quicker, better, don’t count on them making the effort. Simpler is better.

Are You Ignoring Your “Just-Interested” Prospects?

Here’s what a typical lead database looks like according to Marketing Sherpa:

• 11% are mid-term
• 73% are long-term
• 7% are sales-ready
• 9% are duds

This means that 84% of prospects in your database are interested but not ready to buy, yet. Make sure you stay in touch with them and send relevant follow-up personalized communications.