“All I’m Asking for Is a Little Respect.” Sincerely, Direct Mail
It’s hard feeling like the geriatric marketing method when the cool digital kids are saying “that’s so 2005.” Jill Kourtis, writing recently for Target Marketing magazine, likened Direct Mail to the old Rodney Dangerfield joke, “I don’t get any respect.”
Yeah, even the reference to respect is a little dated. Like an old Aretha Franklin lyric. Yet, your elder marketing statesman, dear old Direct Mail, still has some fire in the belly – and can ignite response if you treat it right.
Great Direct Mail campaigns lead to big-time sales, which ultimately yield respect,” Kourtis writes. And her experience shows, like the Energizer Bunny, Direct Mail continues to bring in more leads for her clients than any other single channel.
The U.S. Postal Service could be complaining about its own version of “I don’t get any respect,” and, sure, personal letters just aren’t happening like they used to. But there’s one group that still sees the value of regular old mail: advertisers. There were 121.2 billion pieces received by U.S. households in 2017 – and Direct Mail as a percentage of all mail went up.
Here’s some guidance on assessing whether to include Direct Mail in your marketing mix – and when doing so, how to make it work for you.
Start with your goals. What will success look like for you? Run the numbers on all costs, including creative, product, mailing, to determine your breakeven point. Then estimate your response rate, including how many will respond to your mailing, as well as how many will go on to make a purchase and the average amount they will spend.
Note, response rates will vary based on your offer, your list, your creative, your timing and so much more. However, according to the Data and Marketing Association, Direct Mail response rates from 2016 from a house file was 5.9%, while a prospect list was 2.9%.
So, what do the numbers show? Can you make this marketing investment, and will it pay off for you? If yes…
Develop your creative. And keep it simple. Don’t add to consumer confusion by sending a confusing offer or hard to read piece. Stick to a clean design with a straightforward message and offer. Also, be clear about your call to action and what they need to do to respond. Best bet: First conduct an A/B test by sending different versions to smaller mailing samples. Also consider how you can…
Integrate online marketing by using QR codes to take people to a landing page. Offer multiple response options, including an email address, text number, phone number and website landing page. And use personalization technology, which has been shown to increase response rates.
Get professional help. You’re making a significant marketing investment, so don’t waste it on amateur efforts. As Kourtis says, “This is a deceivingly detailed business. Any agency that has been in business for a number of years (with a specialty of Direct Mail) has faced problems. Lots of obstacles big and small that you’d rather avoid. But beyond the value of smooth-sailing, you’ll likely get a better performing piece from a group that lives and breathes Direct Mail best practices. I promise it will be more than worth it.” Along those lines, she recommends…
Hire a proofer.Mistakes in your offer could be expensive. Imagine if you get the timeframe wrong or the discount wrong or make the wrong promise and you have to make good on what you didn’t intend to say. Also, mistakes in your text can be embarrassing and negatively impact your image.