In today’s world of technology consumers can socialize, network, find information, and make purchases however and whenever they want. They are also in total control over the information they want to receive which has created a challenge for the Marketer to get their message read. The consumer can turn their spam filter to high, fast forward through commercials on their recorded TV shows or delete messages without even looking at them.
This new ‘techy’ consumer has created a unique challenge for businesses to develop successful marketing programs that speak to the right audience, at the right time, and through the appropriate media. Using the Internet for marketing has opened up new ways to communicate with your audience but using it exclusively is not the answer to a successful marketing campaign.
The possibilities surrounding the dawn of online marketing does not mean that print is dead. The tools used by the new techy consumer are not used by every consumer. Print’s history of success can not be forgotten. Current research and statistics show that direct mail marketing is still effective and remains a very effective marketing tool.
According to the Direct Marketing Association’s (DMA) 2006 Statistical Fact Book
Here are some compelling reasons to use direct mail vs. online:
1.) There are many consumers who do not have a computer and/or have regular access to e-mail and remain unsure and don’t trust what is on the Internet.
1a.) Everybody does, however, have a mailbox. Although there is a fair share of junk mail received everyday your piece has a chance to be seen and read. Your challenge is to make it stand out and interesting enough to be kept and looked at instead of being thrown in the ‘recycle bin’ on the way into the house.
2.) Complaints associated with the Internet include downloading software, receiving unwanted ads and/or pop-up ads, requesting upfront personal information before you receive what your wanting, issues dealing with privacy, and the potential of fraud.
2a.) The consumer who receives a direct mail marketing piece has the deciding power if they want to do business with you.
3.) Email spam filters keep marketing messages from reaching a target audience, unless the individual is already on one of your lists, so marketers can’t assume that an e-mail is actually delivered.
3a.) With direct mail, you know that each piece is delivered with the opportunity to be read.
4.) Email lists do not necessarily enable the Marketer to send out a broadcast message that reaches their target audience. Reaching their target audience, especially their ‘niche market’ remains a challenge.
4a.) Direct mail lists provide Marketers the opportunity to drill down for information based on customer characteristics and a wide range of available demographic filters such as gender, age, income, ethnicity and lifestyle data. When these targeted lists are used Marketers isolate their specific audience and send them offers that they really need.
5.) Offers are hard to incorporate online since everyone expects to receive a reduced price, free information, and a money-back guarantee anyways.
5a.) Free trials or samples, coupons, and a good call to action is easier to access when they come through the mail.
6.) Internet Surfers must bookmark you or may only visit your site for a short period of time or only once.
6a) Direct mail gives the recipient a hard copy that can be filed, reviewed at a later date and shared with friends and associates.
Mail plays a vital role with today’s consumers. Its primary function is to help with three household-related jobs - browsing for new consumption, managing the home and overseeing finances. By making your mail fit more naturally into these jobs - and providing the emotional satisfaction people desire from their mail - you can reach your target on a richer, deeper, more meaningful level.
According to research done by the United States Postal Service:
The Postal Service’s Mail Moment research shows that Americans value and look forward to receiving their mail. The Mail Moment lasts 30 minutes on the average and involves consumers bringing their mail into their home and sorting, reviewing, and acting upon it.
Research also revealed that the two mediums work together, with consumers using mail catalogs to assist with online shopping. Typically, people are more “Web active” when they receive a catalog.
-They made 16% more site visits.
-They viewed 22% more pages.
-They spent 15% more time at the site.*
To further increase direct marketing’s effectiveness, marketers should consider postcard campaigns. DMA’s 2006 results prove that postcards are read more, because they provide a ‘quick read’ and the greatest ROI. In fact, their response rates are higher than newspapers, catalogs, radio and e-mail.
Postcards ROI is higher by saving Marketers money and time.
-Postage generally runs about 40% of the total expense associated with sending out a direct mail piece so the reduced cost of postage for postcards creates a great option,
-A printing company that offers a full-service option helps avoid shipping charges, deletes the need for mail houses, and gets the lowest postage rates possible.
There are marketing advantages on the Internet and direct mail marketing. A Marketer needs to understand the strengths and weaknesses of each medium and design a marketing campaign using both mediums to compliment each other. This will provide the opportunity to get your message read by a wider range of your target audience.
*U.S.P.S. The Role of Mail
Toni Grundstrom is a freelance writer with emphasis in the Marketing field. She has worked for a professional legal association, government entity, and small businesses. With 17 years of experience I provide valuable content in all aspects of Marketing. Use postcards to compliment your Internet marketing. Find a stunning selection at MyPostcardCompany.com.
This article may be distributed freely on your website, as long as this entire article, including links and this resource box, are unchanged.
Tags: direct mail, direct mail advertising, direct mail business, direct mail campaign, direct mail postcard
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