News
The Value of Direct Mail
What is the fastest growing and most used means of advertising? How many say television? How about radio, newspaper ads, blast emails or corporate sponsorships? While all these methods have proven to be useful, the number one means of advertising and still growing is direct mail. Direct mail is inexpensive, tangible, and can be personalized throughout the body making the recipient feel special. The personalization or variable data application increases the readership by 500% or more. Of course, the more potential customers who read your piece the greater the possibility one will have interest in what services or products you have to offer.
When I open my mailbox there are oodles of direct mail pieces jammed in there. The ones that say dear resident or occupant are the first to get tossed. This is followed by the thousands of coupons. The last to hit the can are the direct mail pieces that have my name on them and look more official. Rarely, if ever have I received a direct mail postcard with my name peppered through the body. These catch my attention and for whoever sent the piece, that’s 90% of the battle. I remember getting mailing after mailing from a tree trimming/landscaping service that addressed each postcard with “dear occupant”. When I contacted them and demonstrated how easy and attractive is was to address, barcode, and sort for bulk all at the same time we’re printing the cards, they were impressed. We now do all their mailings and printing.
In summary, if you don’t have a direct mail campaign in place, you should. Offering new and existing customers added incentive (discount specials, yearend sales, creative services) can and will help grow your sales and help your bottom line.
