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Direct Mail as a Viable Marketing Solution

March 04, 2014

Some professionals question whether or not direct mail is still a viable marketing solution. We examine how you can make the most of your direct marketing efforts.

Many people look at direct mail as a thing of the past. Living in a world where technological advances are an everyday occurrence, it is easy to understand why people think a piece of mail might be ineffective. However, with technology being used perhaps too much nowadays sometimes a direct mail piece can stand out. Where people can get upwards of 50 emails a day, 1 or 2 pieces of direct mail may have a better chance of catching a recipient’s attention.

Just like other marketing channels, personalization is key.

As with any form of marketing the most important thing to do is test! Don’t assume you know how your customers will respond to a piece of mail. You can start out broad and test out a regular #10 envelope against a postcard. Once you narrow down what type of piece generates the most responses you can make more subtle changes in color, layout and language, to see what works best. It’s important to never stop testing. Just because something didn’t work in the past, doesn’t mean it won’t work now.

Just like other marketing channels, personalization is key. If you are sending out direct mail to customers living in Hawaii about purchasing the latest snow boots, you will probably not get the response you are looking for. The direct mail piece needs to make sense for the person receiving it.

It’s also important to think outside the box. If you really want to grab someone’s attention, try sending a box or kit of some sort. Three dimensional mail pieces tend to be opened a lot more than an envelope, and this should hopefully result in getting more responses.

Lastly, all these things need to be constantly measured. You may get double the response for a box than a letter, but the cost to send the box could be 5 times more expensive. Keep track of what you are spending and the results you are getting to see how to continue your direct mail campaigns.

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