Momentum - Business to Business Online Magazine | Page 10

Is Direct Mail Effective? Many inexperienced marketing folks will tell you that Direct Mail is old school. They will tell you that Direct Mail is not an effective use of your marketing efforts. Nothing could be further from the truth. The beauty and strength of Direct Mail is that you can deliver your message to the exact demographic that you desire. Mailing lists are available for nearly everything imaginable. Golfers, Catholics, Republican Men, Doctors, Mexican Restaurants, Toyota Owners, and General Contractors only scratch the surface on what kind of Mailing List is available. Search the Internet for “Mailing List Companies”, and you will be amazed with the Data that is available. Suppose ABC Leather Company develops a New & Improved Tool Belt. That company could purchase a Mailing List for plumbers,electricians,carpenters,roofers, and contractors within selected States, Counties, Cities, Zip Codes, or Neighborhoods. Every business and/or home address of these targeted professions could then be mailed information regarding this New & Improved Tool Belt. Since they are contacting people that actually use tool belts professionally their efforts don’t fall on deaf ears or blind eyes. In a City of 150,000 residents, there may only be 1,500 or 2,000 residents that meet this company’s criterion of being a plumber, electrician, carpenter, roofer, or contractor. This company can now send a message directly to these people regarding their New & Improved Tool Belt. There is no wasted effort or wasted dollars on people who are not likely buyers of their New & Improved Tool Belt. Marketing directly to your potential clients and avoiding non-potential clients will save you time, effort, and money. Using Direct Mail our fictitious Leather Company can bypass the 148,000 non-potential clients, and contact only the 1,500 or 2,000 potential clients. Direct Mail can be the primary marketing efforts, or can be combined with other marketing efforts to spread the message of any company.When you look in your mailbox, notice the Direct Mail, and consider how it could help you and your business. The DMA (Direct Marketing Association) can be a valuable resource regarding Direct Mail. In 2014, $46 Billion was invested in Direct Mail within the United States. That was an increase of $1.2 Billion over 2013. Successful Direct Mail participants will tell you that the mailing data and the offer are the two most important parts of Direct Mail Marketing. Make certain that your target audience (mailing data) is correct. Don’t mail to Doctors and Attorneys if you are showcasing a new and improved tool belt. Instead mail to carpenters, plumbers, roofers, and electricians. Also, include an offer that has value. $2.00 off a $69.00 tool belt is NOT an offer with meaningful value. $10.00 or $15.00 off a $69.00 tool belt is more in line with an offer of meaningful value in today’s marketplace. The DMA tells us that most homes in The United States received an average of 19.1 pieces of Direct Mail every week in 2013. 42% of those recipients read or scan the Direct Mail received.These statistics are factual and not inflated to enhance this article. The DMA has a Direct Mail Marketing Statistical Book available in their online book store. It is full of valuable information that may surprise and help you. By Steven Reddy, Select Marketing [email protected]