Direct Mail Still Best
More and more companies, in an effort to economize, are switching from direct mail to email thinking that it will lower cost and be easier, that may not be the case. Direct mail is still the number one guaranteed way to make sure marketing pieces will be seen by their intended recipients and therefore get the best response.
Marketing studies have showed that it is harder to reach people with email alone. People are more likely to opt out of getting your emails than getting your postal mail. They’re also more likely to change email addresses without informing you than move to a different mailing address, making it more likely you’ll completely miss people on your emailing list. And, postal addresses can be run against the postal service’s NCOA service ensuring that you have the most current addresses in your database. The administrate costs of attempting to maintain a list of email addresses can also be high.
Another hazard is email filtering. A mailed piece is far more likely to get a prospect’s eyes laid on it. Many people filter and file incoming email without looking at it, I’ve had clients ask me to resend and resend a project email, then later learn the “lost” missives were in the recipient’s spam folder. Hardly anyone discards a postcard, though, without at least glancing at both sides.”
With email volume rising and postal volume dropping it’s easier for a mailed marketing piece to stand out.
Direct mail continues to be the most efficient way of reaching a targeted group. With mailing you select a specific demographic and get your message into the hands of a very narrowly defined prospects. If you want to keep getting your message into the hands of a perfect prospect, your best choice is direct mail.
The Idea Corner
When you return home from a business trip or vacation, what method do you use to sort your mail?
A. bills, personal mail, advertising mail
B. first class mail and all other mail
C. important or interesting-looking mail and all else
We assert that no matter what method you use, an eye catching mail piece will make the first cut and stay out of the waste basket long enough for you to take a second look. The same is true for your customers or prospects. Advertising mail can survive a first glance if it is well designed and of obvious quality.
Whether your advertising material is a post card, self-mailer or traditional direct mail piece enclosed in an envelope, the choice of paper is an important quality consideration. The stock should be sturdy enough that the mail piece can withstand high speed mail processing without damage, and appropriate to the printing process. And if you are using post-press processes such as die cutting or embossing, you will want to select a stock that is known to produce a good result. Our print professionals Tony and Scott are experts at matching paper to the project. Contact them at 760-244-5454 to arrange a convenient time to meet and discuss your project.
