Even with sky high postage costs, a properly executed direct mail campaign
still provides a solid ROI. What? You've bought into the myth that direct mail
You're not alone. And while people are entitled to their own
opinions about direct mail, they're not entitled to their own facts. Here are
the facts: According to an annual study from the Direct Marketing Association
(DMA), spending on direct mail marketing is expected to increase by more than $1
billion in 2010. Yes, that's billion with a "B". Hmmmm...it would appear that
rumors of direct mail's demise have been greatly
exaggerated.Don't People Hate Junk Mail?
you've also bought into the myth that people hate junk mail (and that's exactly
what it is a myth), here are the myth-busting facts: According to the 2010
DMA Statistical Fact Book
, 79% of households either read or skim junk mail
advertising sent to their home.
That study is right in line with an
International Communications Research survey commissioned by postal automation
giant, Pitney Bowes. The survey found, despite the immense popularity, and
widespread use of digital media, consumers still prefer mail over e-mail, as it
relates to receiving new product announcements, as well as confidential business
communications such as bank statements and other financial
Here's how the numbers breakdown: 73 percent of consumers
prefer mail for receiving new product announcements or offers from companies
they do business with, as compared to 18 percent for e-mail.
important and confidential communications such as bills, bank statements and
other financial information, a huge majority of respondents (86
percent)preferred mail as their communication method of choice, as compared with
10 percent for e-mail.
But wait, the news gets even better: The survey
also found that 31 percent of consumers are less likely to discard unopened mail
- including new product announcements, coupons, brochures, catalogs, etc. - than
they are to delete unsolicited e-mails (spam) regarding new product
announcements (53.2 percent).
When consumers were asked what specific
advantages they saw in junk mail versus unsolicited e-mail and telemarketing
calls, 45.3 percent of respondents found mail to be, get this - less intrusive;
(40.2) percent more convenient - can be saved and considered at leisure; (30.2)
less high-pressured - lets you consider your decision; (22.7 percent)more
descriptive - lets you picture the offer; and (12 percent)more persuasive -
encourages you to respond. I don't know about you, but those numbers definitely
got my attention.What is Cooperative Direct
If you haven't considered trying direct mail, maybe you
should. A properly executed direct mail campaign combined with online marketing
methods could be an unbeatable combination. Don't know where to start? No
problem. Cooperative direct mail companies like Valpak
make launching a direct mail campaign easy and affordable, for
even the most budget conscious small business.
So what exactly is
cooperative direct mail? Cooperative direct mail simply means you share an
envelope with other advertisers - mostly local merchants, but usually a couple
of national companies as well. Sharing an envelope with other advertisers
reduces your costs significantly.
For example, if you were to do a
mailing on your own to 10,000 homes, it would cost you thousands of dollars -
even at reduced bulk rate postage costs. However, that same mailing shared with
other advertisers would only cost you a few hundred dollars. That's a huge
difference that allows you to free up valuable marketing dollars that can be
And if you're a "push the envelope" type of marketer and
really want to take your direct mail campaign to the next level, a new company
named Dukky (pronounced ducky) is merging "junk mail" with social marketing and
web technology - creating an amazingly effective and powerful marketing
combination. Dukky's web address is www.dukky.com
In closing, if you do
decide to give direct mail a try, whatever you do, don't approach the process
blindly. In order to utilize direct mail to its optimum effectiveness, you need
to know what you're doing.
In that regard, I highly recommend you
purchase the book Million Dollar Mailing$
by the undisputed King of
direct mail, Denny Hatch.
Just remember: "You will go only as
far as the limits of your knowledge. If you want to go farther, increase your
knowledge." - David Jackson