The Persistence Payoff: Why Direct Mail Still Reigns Supreme
Yes, direct mail marketing is alive and kicking! In a landscape saturated with digital noise, direct mail offers a unique and tangible way to reach your audience. Over my 20 years in the industry, I’ve seen businesses experience a noticeable dip in new clients and overall business when they momentarily pause their direct mail efforts.
Now, before you dive headfirst into print, understand that direct mail is a game of repetition. Sending out a single batch of postcards won’t cut it. Aim for a mailing list with 5,000 to 10,000 names or more, and stagger your mailings. Consistency is key, as a slow and steady approach yields better results than a one-time splash. Remember, it’s a marathon, not a sprint.
Crafting the Perfect Postcard: A Visual and Verbal Symphony
Your postcard is the face of your direct mail campaign. It’s not just about aesthetics; it’s about delivering a clear and concise message. Repetition extends to the visual elements, too. Don’t be afraid to use the same postcard for several months. People often need multiple exposures before taking action.
Crucially, ensure that the front and back of your postcard convey a consistent message. What catches someone’s eye on the front might not be what they see first. A harmonious visual and verbal narrative increases the likelihood of your postcard leaving a lasting impression.
Every Door Direct Mail: Targeting on a Budget
Now, you might be thinking, “What if I’m on a budget?” Fear not, for the United States Postal Service has a solution: Every Door Direct Mail (EDDM). This program allows you to target specific neighborhoods based on income, age, and other demographics. It’s a cost-effective way to reach potential clients without breaking the bank.
With EDDM, you can choose a specific mail route, check its demographics on the USPS website, and tailor your mailing accordingly. It’s a DIY approach that empowers businesses to conduct targeted mailings without the need for an extensive marketing budget.
Decoding Response Rates: Patience Pays Off
One of the crucial metrics for evaluating direct mail success is the response rate. Relatively low percentages should not depress you. A 1% to 2% response rate is considered commendable in the direct mail realm. However, achieving these numbers requires volume. Sending out a substantial number of postcards is essential for obtaining meaningful responses.
It’s essential to understand that not everyone who responds will explicitly credit the postcard. Some might have seen it, Googled your business, read reviews, and then made contact. Implementing tracking mechanisms like unique phone numbers on postcards can help you gauge the impact accurately.
The Postcard Illusion: Perception versus Reality
Here’s a common pitfall: assuming direct mail isn’t effective because customers don’t walk in waving your postcard. Many clients, after seeing the postcard, turn to digital channels for further research. In some cases, using distinct phone numbers on postcards can reveal how many calls originated from this specific channel, providing valuable insights into its effectiveness.
In the ever-evolving landscape of marketing, it’s easy to get caught up in the allure of digital strategies. However, direct mail continues to be a reliable and tangible method of reaching a significant portion of the population. Embrace the duality of the digital and physical realms, and you’ll find a sweet spot that works wonders for your business.
In a world that often underestimates the power of a well-crafted postcard, direct mail stands as a resilient and effective strategy. It’s not about discarding digital approaches but about finding a balance. So, whether you’re a home services provider, a medical professional, or any business seeking growth, direct mail remains a key player in your marketing arsenal.
Take the time to explore Every Door Direct Mail, tap into the potential of targeted mail routes, and craft postcards that tell a compelling story. Remember, success in direct mail is a journey, not a destination.
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About Neil Winteregg
Neil started shadowing Greg during sales meetings when he was 16 years old. With braces and a face full of pimples, he started selling management training to dentists. He found a love, and skill, in sales and hasn’t looked back since. After a few years he also became a public speaker and you can often find him on the road speaking across the country. He’s our networking and sales monster, helping our clients increase their close rate like never before.