business 101
Why Direct Mail Marketing Works
by Karen Bilbrey, Sales & Customer Service Representative, Munce Group
While times have changed, there are some things that remain tried and true, even when it comes to marketing. One question that’ s often asked is: Does direct mail marketing still work for retail in a digital world? Many of the biggest and most successful brands seem to think so. Companies like Bass Pro Shops, Pottery Barn, Lands’ End and even Amazon continue to invest in catalogs and other direct mail campaigns. In fact, direct mail has been making a comeback for major brands who now believe that physical catalogs stand out in a crowded digital landscape and capture attention in ways online marketing cannot.
Overcoming Common Direct Mail Myths You’ ve probably heard some of the common arguments against direct mail marketing. However, many of these claims are based on misconceptions rather than facts. Let’ s take a closer look and debunk some of the most common myths surrounding direct mail.
Myth # 1: People just throw mail away. If mail is poorly designed, this can be true. Give a compelling reason for a shopper to take a look!
TIP: You can overcome this myth by leading with good, solid products that are relevant to your target shopper.
Myth # 2: Mail is too expensive for small stores. Using free social media makes more sense. When direct mail is compared to social media, the return on investment is clear. Social posts reach only 5-10 % of followers organically. Mail reaches 90 % of the households it’ s sent to. continued on page 10 >>
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