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Five Reasons You Want To Use Direct Mail
Return to News Items July 21, 2010Direct mail is perhaps one of the most powerful marketing mediums available today. Few other marketing tools can deliver your message with exact precision at a reasonable cost.
Here are five reasons direct mail is still the #1 marketing tool you can use:
- Direct mail allows you to target your marketing dollars with precision. Instead of "shotgunning" your message to people who may or may not be interested - or even qualified to take advantage of your offer, direct mail allows you to focus on the people who fit your demographic and geographic profile.
- Direct mail gets one-on-one attention. Unlike radio or television commercials that you can click away from, and magazine and newspaper ads that compete with articles for your attention, direct mail stands on its own. Mail is opened one piece at a time and read one piece at time. It gives you the best chance of catching your prospect's attention - and holding it.
- It's tangible. Your prospect can hold it. Best of all, it can hang around. Direct mail isn't like an email that (if it doesn't land in your spam blocker) can be deleted with one stroke. It's physical. Your prospect can touch it, hold it, even keep it, giving your message a "lingering" market effect.
- You get an immediate response. Once you send out your direct mail marketing campaign, it doesn't take long to get a response. Within one to two weeks you'll receive some 80 to 90 percent of all those who are going to respond. So you'll know quickly if your campaign is a boon or a bust.
- It's easy to track your return on investment. Small business owners and nonprofit agencies can't afford to waste money on marketing that doesn't work. With direct mail you can code each campaign to determine the exact number of responses you receive. With this knowledge you can immediately tweak your mail piece to increase your response and make your marketing money work as hard as you do.
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