When To Use Direct Mail?
The simple answer is — always, whenever possible! End of article.
OK, that would make for a very short newsletter, and set me up for some negative feedback, so I’ll expand.
But before we get into the details, I want to say that all things being equal, nothing, I mean nothing, ever beats the conversion of a good, well designed and well-executed direct mail campaign. NEVER!
If a “guru” tells you different, consider getting another guru, because the facts bear this out. While we are bursting balloon myths, let me also say that a well-written 4-page sales letter beats out a 2-page sales letter and an 8-page beats out a 4-page and a 16-page beats out, well, you get the picture. Long form sales letters are still the best converting direct mail marketing piece, provided they are properly written and sent to the right audience. Again, the facts bear this out.
But, you say, “I would never read a letter that long,” — who cares, you are not the prospect. “People want instant gratification today,” — not if they are interested in what you have to offer. Oh, by the way, they do not have to read every word for it to be effective, they only have to read the words that will convert them.
Let me be clear… I am NOT saying not to use other media. Use all media that your leads use. On-line, off-line, Facebook, billboards, email, magazine ads, websites, door hangers, infomercials. If it works, use it. But do not discard direct mail as ancient, antiquated, and no one pays attention to it anymore…if that was the case, why would Google, the king of on-line, keep sending me letters with free AdWords vouchers?
Probably, the best reason to use direct mail to prospect for new customers is if you have a very targeted list of high quality leads. That way you can target them directly and help get them to start to know you. Since you cannot email market to people who have not opted in (due to CAN-Spam and GDPR), you can use the direct mail campaign to convert them from off-line to on-line marketing.
Of course, another reason is that you have a physical item to send, but that is pretty obvious. At least I hope it is. :)
Now that Inbox Overload has replaced Junk Mail Overload… you can take advantage of that by avoiding the Inbox and go to the mailbox. If you get the direct mail piece opened, you’re likely to get far more attention from the reader sitting at their kitchen table or office than you would from an unsolicited email. There are so many distractions going on today on people’s computers: notifications, texts, new Facebook posts beeping at you, 20 new emails coming in, and the webpage they were looking at when your email arrives. Getting their attention with an email is getting harder and harder, unless they have already decided to pay attention to you.
Opening your direct mail piece cannot allow a hacker into your computer to steal your private information. That is a real concern today, and rightfully so. As I write this, Facebook was hacked last week and 50,000,000 users’ data was compromised.
There are so many more ways to make a direct mail piece much more impressive and expressive. Who is not going to open an Express Mail or a FedEx overnight priority envelope? Or how about sending lumpy mail? For example, a toy soldier in every invitation to a bootcamp. Ever thought of sending a shock and awe box to your best prospects or newest customers? My fellow Mastermind member, Jon Toy does an awesome job of making them.
Lastly, let’s get very simple… a greeting card! People love getting greeting cards in the mail…and they come in a different-sized envelope so people don’t pass over it like they might with a #10 envelope. We use SendOutCards and often send thank-you cards with gift cards or other gifts when we get a new client or for a referral, or just because.
There are a million ways to use direct mail as a major component of your marketing and client support. Let me leave you with these two thoughts for people who say that direct mail is expensive. One, can you afford not to do it if you want to grow your business? Two, it doesn’t matter what it costs, as long as you get more revenue from the client then you paid to get him/her.