Posted by Brian Berg Google+
So much talk has happened and articles have been written on the subject of direct mail and consumer and business mailing list marketing being “dead” and web based marketing to be the wave of the future. Honestly, who even sends mail anymore? Why this may ring true for many social and business communications, when viewed in a hard copy format, direct mail advertising still performs. If you are looking to create a high return on investment (ROI) on your marketing campaign, engaging you target audience through direct mail marketing produces higher results than email or online marketing campaigns.
The Direct Marketing Association has studied the rates of response for both direct mail and email campaigns; these studies show that consumers respond between 10 and 30 times more frequently to direct mail campaigns than to direct emails. Because of this higher response rate, the higher cost of sending out physical mail is easily justified. Ultimately, email and direct mail cost the same amount per lead, but emails need to be sent to a much greater number of people before they can have any effect. Direct mail responses, however, can come from a much narrower set of names and contacts.
Clearly, direct mail isn’t dead. If you aren’t harnessing the power of consumer and business mailing list campaigns, now is the time to start. A basic direct mail campaign can transform your business’ marketing process, bringing in more new faces and enlivening your commercial life.