There’s a Time and a Place for Direct Mail

I must confess, I’ve been somewhat of an Internet Marketing Nazi for the past few years. I mean, it’s what I DO. I show people how to get more brand exposure online. I love online marketing (it’s cheap, interactive and flexible) and have shied away from direct mail (expensive, low return, annoying).

But I’m realizing that direct mail has value for specific types of businesses. My Marble Slab, for example. Or Sunshine Roofing, one of my clients. These aren’t always the best targets for only online marketing, and in fact, direct mail can work pretty well if done right.

That being said, here are my tips for having a successful direct mail campaign:

• Target it. I do not believe in buying lists. Wasting the money to print a direct mail piece and the postage cost on 10,000 will only net you maybe 1% positive results. 100 people for all the money spent. In my book, not a good investment. Stick to your contacts or a list from an organization you’re a member of.
• Plan it carefully. Think about what you’re sending, how it will capture the recipients’ attention, and why they should look further at your company. Lumpy packages work well.
• Set a budget. Do this before you start. It’ll get expensive, so be prepared.
• Have expectations. What do you hope to achieve by this mailing?

-Susan