8 Reasons for Direct Mail Marketing

Direct mail marketing cuts through “Mess Marketing”.

Direct mail marketing was recently rated as the most effective means of marketing in a study created by Fournaise Marketing Group. This is true in both business-to-business and business-to-consumer marketing.

What is it about direct mail marketing that makes it so effective?
There are 8 powerful characteristics that are key to its success:

1. Direct Mail Marketing is Personal
Unlike an ad in a newspaper or magazine that can be read by anyone, your sales letter arrives as a piece of personal communication addressed specifically to a well-qualified prospect.

Not only can you call your customer by name (“Dear Mr. Jones”), you can customize your message (”As a retired investor, you know that… “). This lends credibility your message and offer.

2. Reduces Budget Waste
Mass advertising by its very nature is expensive. To reach a lot of people, you need to spend a lot of money. Direct mail marketing, on the other hand, only targets the prospects you want to reach. Instead of pitching your product to a huge audience of potential buyers, you aim your sales message only at prospects most likely to buy.

3. Breaks Through the Marketing Mess
Today more than ever, mass advertising creates in indistinguishable blur of noise. Hundreds of cable stations, radio, neon signs, billboards, Internet, phonebook, newspapers – all shouting for your customers’ attention.

Your ad can easily get lost in this mess. Likewise, your message is easily forgotten on radio or television unless you repeat it many times, which is incredibly expensive and out of reach for most companies. A simple letter – addressed to your prospects by name – cuts through the media clutter and has an opportunity to get their attention.

4. Provides Immediate Results
General advertising, sometimes called “branding”, builds product or company awareness. There is no direct action that is requested in branding, only presenting the product to potential prospects, hoping that it will result in long term familiarity.  This is an effective approach, but it can take months, even years to produce results.  Direct mail asks for action now and explains the advantages of responding today.

5. Lets You Truly Measure Response
Direct mail marketing is one of the best media for measuring the financial return on your marketing dollar. Simply find a method for uniquely identifying the response and you’ll quickly be able to determine your cost per lead and net results.  This can be done using a unique phone number, business reply cards or even by using a code name like “Sam” who prospects are instructed to ask for when responding.

6. Is Predictable
One advantage of knowing the success rates of your past direct mail campaigns is that you can predict the success of future mailings. If you mail the same package with the same offer to a similar group of prospects, you can accurately predict how many responses you will receive, and how those will translate into sales.

7. Improves with Testing
Because you can measure your direct mail results, you can also test the variables used within your mailings. Test one copy version against another, one list against another, one offer against another and you’ll discover what works and what doesn’t. This allows you to immediately improve your results and spend your marketing dollars where they are most effective without relying on guess work.

8. Protects Your Secrets
If you’re tired of having your competition steal many of your good marketing ideas, direct mail marketing can help keep them more private.  While it is still possible for a competitor to see your direct mail, it makes it much more difficult than an ad in the newspaper or similar mass media approach.

For more Direct Mail Marketing 101 Tips – visit our blog at www.directmailmarketing101.com

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