Friday, December 4, 2009

Why Direct Mail WORKS

Every day I read news reports/articles that revolve around the demise of direct mail and the transfer of advertising/marketing dollars to the web, social networking and other new, recently available media for reaching customers. The problem is that this idea has been around for over 100 years. Back in the early 1900's with the advent of AM Radio, people proposed the demise of newspapers and magazines. FM Radio was the deathknell for AM Radio. Television was going to destroy radio as an entire industry. Cable was the end of broadcast television and the internet will be the end of cable television.

As you might have noticed, not one of the media that I mentioned has disappeared. In over 100 years industries have worked hard to reinvent themselves and provide a valuable service to their ever changing audience. However, one way direct mail has always fit into the mix is that it can integrate with any advertising media to reinforce and enhance the impact of your message.

Direct mail:

1) Is personalized so the person receiving the message can see the message is intended for them.
2) Is HIGHLY targeted. You can pick not only demographics, but lifestyle variables
3) Can be kept for future reference/use.
4) Can include a referral to the web, a coupon or call to action.
5) Is highly trackable which allows you to focus your message and refine your audience.

Many companies from Lands End to The Wall Street Journal to Columbia Records have all worked to integrate all forms of media into their advertising campaigns. The net effect of doing an e-mail blast followed by a direct mail piece, or a direct mail piece followed by an e-mail blast is to lift response, in many cases significantly. A recent presentation from the head of marketing at Lands End indicated that in a side by side test where they compared JUST e-mail, JUST direct mail and a combined campaign, the combined campaign lifted response AND SALES over 60%.

Wouldn't we all like to lift sales 60%?

Create direct mail that is targeted, with copy that is designed for the recipient, that is coded to track response and you will see that direct mail is NOT dead. It's becoming the medium of choice to drive people to the web. The medium of choice to track response. And the best supporting vehicle for your advertising campaign.

For more information on building and tracking effective INTEGRATED advertising campaigns, contact Market Mapping plus LLC and we can help guide you though the process and get you to increase sales through combined marketing techniques.

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