Of all the multichannel approaches for new customer acquisition and retention available to marketers today, I’m most partial to direct mail. It’s literally been around for over 100 years (shortly after the invention of the typewriter in 1867) and has a tried and true track record.
There are at least a half a dozen reasons why you should use direct mail, including:
1. There are hundreds, if not thousands, of options regarding format.
2. You can put your content directly into the hands of your prospect.
3. You get your prospects’ undivided attention (at least for a moment).
4. The results can be exactly measured and tracked…pure accountability!
5. It works great in combination with other marketing channels such as email and telemarketing.
6. There are a multitude of mailing lists available today, such as new homeowner lists, new parent lists, and construction leads.
7. Finally (and one of my favorites), you can learn to do your own copy and graphic design work!
The large companies that do lots of direct mail advertising are often very sophisticated in their methods…they hire the very best writers and consultants, professionals who often earn anywhere from $10,000 to $25,000 just to write a sales letter! These guys are smart , and you can learn from what they do and how they do it.
These companies test, test, test and then test some more, and you can follow their every move through your mail box. Your “junk mail” is often the end result of collaboration between the smartest direct marketing minds in the industry and the costliest marketing research in the country….certainly not “junk”!
Essentially, what you have is thousands of companies spending millions of dollars to educate you about savvy advertising techniques (delivered to you free of charge on a daily basis) that you can aline to your businesses.
I dare you throw it in the wastebasket!
Rather, I suggest you immediately begin opening and reading all of your so-called “junk mail” and building files for each the categories of uses I mentioned above. Keep the pieces that strike you as interesting and effective, and use them when you are crafting your next direct mail marketing strategy.
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here to help;
Vincent Cameron
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