Posts tagged #directmail

Three Deadly Direct Mail Myths

Myths vserus facts.jpg

The direct marketing principles in this article apply to other direct channels such as print, DRTV and permission email. These principles are generally accepted by direct marketing professionals who know what they know through empirical testing. In other words, for direct marketers, this knowledge does not come from customer surveys where customers say one thing but do the opposite when they pull out their checkbooks. But rather these answers are based on actual behavior and results taken from thousands of direct response tests performed across virtually every industry and audience.

1. Great creative execution is as important to a successful direct marketing program as the offer.

This is false.

A great offer will out pull almost any well executed creative execution.

Brawn wins over beauty in direct response marketing. In fact, slickness often reduces response. But all things being equal, make your offer easy to understand. Match it with well thought out benefit copy to show the prospect how to win by buying your product.

2. Words like FREE and INTRODUCTORY are so overused they have lost their effectiveness.

Again, this is false.

These words continue to increase response as they have for generations. I do believe, as some have concluded, that a good brand has become more important than ever in a world overflowing with new products. But wisely incorporate news and compelling FREE offers if given the opportunity.

For one high-end jewelry retailer, we overcame the concern we had about weakening the brand with words like FREE by converting the FREE offer into a Gift Certificate. The offer was a $100 free gift certificate for any past customer who purchased over $500 or more of product in a single visit if purchased within the next 30 days. It was the most successful traffic builder they had ever created.

3. Successful direct marketing copy should strive for brevity above all, because the audience of today has little time to read.

The opposite is true. Longer copy that spells out the benefits for responding to your offer now gets higher response rates. Oh, but you might say, my executive customers and professionals don't have the time to go through that much copy!

That seems logical, but long copy pulls better because your copy must neutralize buyer resistance.

Therein lies the key - the buying audience. This is the group that will actually respond to you and not everyone who receives your message. You are talking in full only to those prospects who intend to buy or respond to you for more information. Those .03%-2% of the direct mail recipients will actually read much of the copy. The balance of the recipients will scan your headline and your offer deciding not to proceed further.

Added to that, you want to do all you can to address your buying audience's questions and objections right then. It will often be your only chance to make the sale.This applies to all audiences.

I have tested long versus short copy across many professions and demographics. This included working moms, high-level executives, insurance sales representatives and physicians. The tests came back with the same answer. Write the complete story., even if it requires a lot of copy.

In future posts, I will address other assumptions about direct marketing creative work that hamstring direct mail efforts.

Posted on January 5, 2019 and filed under Direct Mail.

4 Benefits of Direct Mail Marketing

Sure, we're in the digital age, but the direct mail marketing industry is alive and well.

The Direct Marketing Association reports that in 2013, businesses spent $17.7 billion on catalog mailers and $33.4 billion on non-catalog mailers. Businesses that focus entirely on digital marketing miss out on the excellent response rate that direct mail earns; direct mail marketing enjoys a 4.4 percent response rate, blowing email's 1.2 percent response rate out of the water.

Of course, successful marketers know that integrating digital and traditional direct marketing delivers the best top and bottom line numbers. Channel integration hits more customers and prospects than reliance on narrow channel focus.

Direct mail isn't just for large businesses with deep pockets, either. Consider the benefits of direct mail marketing, and add a mailing as part of your business' multichannel marketing effort.

Every Door Direct Mail 

The U.S. Postal Service offers an "Every Door Direct Mail" (EDDM) service, which is a fairly self-explanatory.
You pick a particular carrier route or zip code, and your mailer is sent to every house within that area. It may seem too untargeted to be effective at first glance, but research into the general demographics of the area you send your mailing to makes it an effective way to reach the consumers you want to get your message to. When you're starting up a small local business, EDDM builds brand awareness, even if you have some untargeted households in the mix.
Another advantage of EDDM is the discounted postage rates. Pieces are sent out for as little as 14.9 cents per piece. When you don't have the bulk volume to access other types of discounted postage, this gives you a good break for your marketing budget.
EDDM does have some negatives you should consider when comparing it to solo direct mail using standard mail rates as outlined in this post: The Pros and Cons of Every Door Direct Mail (EDDM).

Tangible Advertising

An email is deleted with a single click, and banner ads can be blocked before a consumer even sees them. Direct mail, on the other hand, is a physical advertisement that the consumer sees and holds in his hand. Direct mail grabs a consumer's attention with an eye-catching message or a unique mailer that sets itself apart from the rest of the mail.

Limited-Time Offers

Afraid your customers won't see a limited-time offer or special in their email? Instead of wondering if your message gets lost in the spam filters, send coupons and other limited offers through direct mail. You encourage them to come into your store or go to your website, and a coupon or special offer gives them a time frame to act on your call to action.

Direct Mail Doesn't Mean Low Tech

Leverage technology to lift the response of your direct mail. One example includes QR codes. Insert it next to your call to action so your customers don't have to work to act on it. The respondent simply scans the code and goes right to your website for more information. You can't fit every piece of information possible on the mailer, but when you add a QR code that points to your website, you can cover any question they might have.
Posted on January 22, 2014 and filed under Direct Mail.

The Top 4 Misconceptions Marketers Must Face in 2014

There are 4 powerful misconceptions that suck the energy out of potentially effective marketing strategies.Be on the lookout for these because they also represent opportunities once you recognize and disarm them. Here is the first misconception. Misconception #1 -- Traditional media no longer works

The Pros and Cons of Every Door Direct Mail (EDDM)

Every now and then clients make assumptions about marketing that on the surface appear attractive. But when they call in the experts, the consultants spend a lot of effort and time re-educating the client about what works best for them. The Post Office has done a good job promoting their Every Door Direct Mail program. But there are always two sides to very story. And so it is with EDDM.
Posted on May 8, 2013 and filed under Direct Mail.