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10 Common Direct Mail Mistakes and How to Avoid Them
Successful direct mail does not need to be elaborate full color printing or creative design. The major factors contributing to a successful direct mail program are in the planning and implementing of the program. Avoid the following common blunders...
Google Adwords vs. Direct Mail
We recently ran a test to see whether Google Adwords could outpower traditional direct mail advertising. Here is how we did it. We created a new Adwords campaign choosing a few of our favorite targeted keywords, mainly keywords such as “small...
Has the Internet Killed Off the Direct Mail Baron?
Has the Internet Killed Off the Direct Mail Baron?
Over the past 30 years, direct mail has been responsible for generating vast amounts of money for businesses and individuals alike, but is it still an effective means of marketing?
The short...
Test Your B2B Direct Mail Offers To Boost Response Rates.
The secret to success in business-to-business direct mail lead
generation is testing. I have hunches. You have hunches. But
testing settles the debate. When you test your package against
my package and we measure the results, we know for certain...
Using Direct Mail to Improve Business
Direct mail continues to be a very targeted and effective way to market to customers. It's far more likely to be read than e-mail promotions. Especially when coupled with offers, such as coupons, the medium can be a very cost effective method of...
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Rising Postal Rates? Don?t Cut Down the Direct Mail
The United States Post Office in the past had some trouble with its finances and their solution was to raise the postal rates. Whether or not you agree with this approach to trying to stay in business, like the weather and government in general, it?s something you have to live with.
Many companies have used this as a reason to send out fewer or smaller
mailings in an attempt to keep their costs down. Here?s a quote from an
issue of Direct Marketing News:
?Despite a string of healthy annual increases, the growth of direct mail expenditures is expected to slow over the next four years. Direct mail continued to grow in 2001 but slowed because of the anthrax scare?, the study said.
The study also said, "Direct mail will continue to expand during the forecast period but at a slower pace than in the past because of the emergence of e-mail marketing and postal rate hikes, which will force marketers to limit mailings."
The question is: should you agree with this and follow the trend, or should you turn it to your advantage? Just think, with fewer mailing pieces arriving in your customers? or prospects? mailboxes, your glossy, full-color postcards are going to stand
out even more and have a greater chance of producing the desired response.
When you start looking at what you have to gain by increasing the amount of direct mail marketing you do and what you have to lose by cutting back, there really isn?t a question as to which way to go.
Of course you should be smart about your mailings. Make sure they are really well targeted and put a little more thought into the design and content so as to make sure they impinge. That just makes sense.
So while others are cutting their own throats by cutting back on direct mailing, you can benefit by increasing yours and sending your postcards into a less heavily glutted marketplace where they will receive more attention. Win-win.
About the Author
Joy Gendusa founded PostcardMania in 1998; her only assets a computer and a phone. In 2004 the company did close to $9 million in sales and employs over 60 persons. She attributes her explosive growth to her ability to choose incredible staff and her innate marketing savvy. Now she?s sharing her marketing secrets with others. For more free marketing advice, visit her website at www.postcardmania.com.
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