Mail House Rock!

Written by:
3/1/2010 6:47 PM 

I was going through some of our old marketing materials and came across a gem of a newsletter article written by my wife in the early 90s. I think it’s particularly apropos, given the recent economic climate. So… here it is with a few minor edits to bring it into the current century.

DIRECT MAIL - A RECESSION-ARROGANT MARKETING STRATEGY

In reviewing our budgets and strategies this year, direct mail should be getting closer scrutiny as a viable and effective option. There are some definite cost saving and impact producing advantages, especially when considering the infamous "more bang for the buck!" approach.

COST SAVINGS IN TARGETING - With direct mail, you may specifically target groups who have a higher likelihood of needing and responding to your product or service. In newspaper, radio, and TV, you get more of a broad shoot approach. When considering the cost per square inch, minute, or “hit” of exposure, you may find that narrowing your target group with a more detailed message results in more bona fide leads.

STEADY GROWTH - In addition to the lower cost per bona fide contact, consider the fact that a steady, ongoing mailing campaign has several advantages over sporadic messages. With a steady flow of clientele, you get more effective follow-up and closes, better service, steadier growth.  If your budget is smaller, direct mail allows the option of spreading your budget out over a number of weeks or months, instead of compressing it into a few heavy blitzes.

DEMAND FOR ACTION - With a detailed sales message, direct mail provides an effective vehicle not only to inform and educate, but also to demand response NOW in a way that is difficult to do with most other forms of promotion. Response cards, 800 phone numbers, web or email address response mechanisms, and many other methods may be employed to ensure fast action.

INCREASED EFFECTIVENESS - Direct mail allows you to increase your response rates across the board in your marketing programs.

First, it may be used to re-emphasize a message seen or heard in other media campaigns. This increases recognition, recall, familiarity, and likelihood of response. You then ask for immediate action.

Second, it can be used to “piggy back” with messages available on your web site to increase the number of hits where you can go into even greater detail, and offer additional response mechanisms.

Survey data may be used to fine tune your entire marketing strategy, positioning, pricing, and other aspects of getting your public to buy, again increasing the effectiveness of those valuable marketing dollars.

Our professionals here at Wordmasters would be happy to discuss options in determining a budget or mailing strategy that suits your needs. Call today for more details at 916-923-1000.

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