Direct Mail Marketing is a powerful secret weapon — Unlock it right here!

Psssst!

 

Direct Mail programs gain leads, conversions and sales at a much higher rate than email, banners, retargeting, or other online methods. It's the most powerful medium of Direct Marketing.

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Yes…Direct Mail.

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It's a discipline that takes time and money to learn, so it's often been the red-haired stepchild of ad agencies and companies, and marketers who like to show "glitzier" things in their portfolios like TV and web animation.. 

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Few companies explore or master its tools. Those that do swear by it (good swearing!). And if you've explored "Direct" and it hasn't worked, it may be because — faceplant! — key fundamentals or nuance were missed. Shift happens.

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Is direct mail worth the investment? Does Direct mail really gain a strong ROI?

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Proof is most successful companies employ direct mail for strong ROI in their marketing.. Check into almost any Fortune 500 company's promotional mix, and see if it isn't a profitable segment of their lead generation, brand-building, cross-selling, and more.

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No, it's not good for every company, or every program. That's why training and experience is critical to approaching this powerful beast.

 

In fact, many survey results show that direct mail…

 

• conveys information and is easier to understand than online advertising

 

• converts prospects to customers much faster

 

• produces a stronger emotional response

 

• gives you an infinite range of 2-D and 3-D formats… from stark to "glitzy"

 

• it's more memorable -- it gives you more than double the recall

 

• breaks through the media overload of the internet, and puts something physical — and credible — in the hands of your prospect

 

• response rates are generally way higher than email and online, when done well

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• An integrated approach — using direct mail, along with email, and other advertising such as banner ads, publications, or a range of other media — is always the most effective  approach. Always. (Part of the trick for increasing response and profitability is reducing costs as you measure and fine-tune a proven program.)

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• the best way to heat up C-Level and top executives, and cold or warm contacts? Go with on-target messaging via Dimensional Mail 

 

 

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Is Direct Marketing or Direct Mail "The Magic Silver Bullet"? These 3 shots need to hit the target:

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Sorry, there is no Magic Silver Bullet. No instant Guarantee of success. However, the is no medium that combines targetability, flexibility of formats,promotional control and more, than Direct Mail Marketing. 

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To be successful at this unique orientation to business promotion, you need to do well in these 3 primary areas.

1. LIST/DATABASE — the intended audience, segmented and targeted

2. OFFER — "What's the deal" you're offering, why should the prospect (or customer) respond?

3. CREATIVE — have you engaged your audience and persuaded them using the powerful techniques of direct marketing?  

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Of course your competitive research, product development, strategy and branding, testing your approaches (then rolling out to a wider audience) and more will be keu, but these 3 areas underscore the potential of direct marketing success.

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"But wait, there's more!" When your Direct Marketing programs become more refined, you may want to consider these business and marketing factors…

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Your campaign does not operate in a vacuum, there may be other factors in play that affect campaign response:

 

• Is the product or service offering clear, powerful, and irresistible?
   

• Have you tested the approach (especially critical with larger mailings; test, then progressively re-rest, then "roll out"
   

• Is this mailing a "solo" piece, or part of a campaign that makes multiple impressions?
   

• Is the mailing part of a larger campaign, supported by other media, such sa social media, blog posts, advertising, outbound sales followup…
   

• Have you or competitors promoted something similar recently (are they "tapped out? Have they stimulated interest?)
   

• Are there other marketplace factors which could affect your results — a competitor joining or leaving your field… technology or manufacturing innovations…  service offerings that are packed better than yours

 

It can be tricky to differentiate all of these factor if they're in play, so you just want to be aware of them, and plan for them as best as possible. And if you're really focused on making impact, combine these factors in a synergistic matrix!

 

And, yes, under certain circumstances you very accurately predict response.

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Done well, the right offer in the hands of the right prospect with a compelling creative pitch at the right time is killer.

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MarketPower has produced strong results for a wide range of clients, and we have multiple certifications in Direct Marketing, Inbound Marketing, and more

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Our Chief Lightbulb, Joel Alpert, is multi-certified in this realm —  with huge print and digital experience in email and direct mail, producing results for Fortune 500 and SMB companies. 

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Wanna see some of those results?

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And, yes, direct  digital or print can be used in an integrated program, driving leads right onto online systems.

 

If you've used Direct Response Marketing before, and it's only given you ho-hum results...there are lots of wires that might not have been hooked up right. It's time we connected, so you can energize your marketing!