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]