Direct Mail: Dead or Alive?
With the age of electronic marketing well into its second decade, is direct mail dead? There are many out there who believe this to be true. These are some of the same folks that said books would be long gone by now; that we would all be reading novels laptops (or now Kindles) on the toilet or in the bathtub.
Yet, my in-box (not of the email variety) continues to receive catalogs and, occasionally, little boxes with big surprises. Not that I'm crazy about the once ubiquitous plastic wrapped mailer that went straight from the mail to the recycle bin, but I do like an occasional surprise. In my informal polling (definitely not conclusive at this point), others like opening packages as well ...as long as there is something cool or worthwhile inside. And that's the key here. What you send to your mail list must be interesting. If it doesn't stand out, it doesn't stand a chance.
One of the most successful direct mail pieces that I ever sent was a bag of coffee wrapped in a clever direct mail piece. The mailer not only enveloped an aromatic cluster of coffee beans, it made an offer. We mailed it to a targeted list of 100 prospects and the unique direct mailer yielded more than 50% in replies. Although not everyone bought our offer (a conference registration), those who didn't were impressed and thanked us for the coffee. Still, the ROI was high. Those who bit (or brewed) were treated to a classy stainless steel coffee mug.
That's just one instance of a program that worked. I receive stuff that really "sticks" every once in awhile. By that I mean it makes a favorable impression, and I either pick up the phone and call the company making the offer or I remember the brand and the pitch. Those memorable pitches rarely come shrink-wrapped in cellophane or in the body of an email (aka spam).
So, I pronounce direct mail alive and well. Just remember a few things when you are putting a campaign together: (1) Gather a targeted list and make sure that it's accurate and aimed at the right audience; (2) This is getting a bit repetitious (especially if you have read my other posts), but create a campaign that is different. It must stand out. If it lands in my in-basket, you want me to take notice and think, "Hmm, that's interesting. I wander what is in that box;" (3) Make an offer or include a call to action. There must be a next step for your prospect; (4) Follow up. Many marketers report success in later mailings. In other words, repetition often pays. You can also make your follow-up effort three dimensional by contacting prospects with an email, letter, or a phone call. If executed properly, a phone call can cinch the deal.
There is much, much more to direct mail, and I have a few more secrets that I won't share here. Google "Is direct mail dead", and click on a link or two to learn more. There is plenty of information out there. When your ready (now is good for me), I'd like to have your intelligent feedback on the topic. Let me know what you think about direct mail either here in my blog or via email at kirk@rmc-strategic.com. I'd love to hear from you.
This eye-opening direct mail campaign, included a call to action wrapped around a bag of fragrant coffee.
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