• Feb
  • 17
  • 2015

Forget the Hype: Direct Mail Is Not Dead

Raw of mail boxesWould you like to know a proven way to reach more customers, communicate directly with your most ideal target market and communicate in a vacuum, isolating you and your target market away from your competition?

What if I told you that you could do all of this in a way that your competitors most certainly are not and in a way, they dismiss as “old generation” and past it? Well you can. Not with Facebook, not by tweeting, not by sending emails, not by pinning on Pinterest or using any fancy whizz-bang software. How can you do it? You can do it all with direct mail.

First and foremost, forget about the hype; direct mail is not dead. Social media gurus, web designers and online marketing companies would like you to think that direct mail is dead, but the facts don’t lie. According to TargetMarketing.com, $45 Billion was spent on direct mail in 2013 which is an increase from spending in 2012. Google, one of the largest online advertising platforms, uses direct mail consistently to promote their online advertising services. The bottom line is, anyone who dismisses direct mail as being dead is naive, has never used it the way it should be used or is an online-only advocate that needs to grow up.

The beauty and power of direct mail is that it’s scalable, contacts and lists are readily available, your prospects are more vetted to your products or services and it lets you communicate one-on-one with your ideal prospects. Essentially, when done right it can be like having an army of salesmen or saleswomen working hard for you 24/7, 365 days of the year.

With the explosion of online marketing there is a temptation to set aside direct-mail as a means of reducing spending. That temptation is even more persuasive when a false comparison is used, such as direct-mail vs. e-mail, without looking at the numbers. Nobody downloads an e-mail and puts it up on the refrigerator with a little magnet, and sees it 20 times a day until they call. That might happen with a well-designed letter or postcard received in the mail though. What advertisements are on your fridge? Any emails there? Probably not.

So how do you use direct mail successfully in your business?

I want to clear up a misconception because at this point in time you may be thinking, “I’ve tried direct-mail before…” So before you completely write off the article as ancient, take a look at how I approach direct mail.Read more