For years, the answer to that was easy: direct mail was good old, USPS delivered letters and postcards. These days, there isn't a single "one-size-fits-all" answer as to what exactly constitutes it. Truth be told, the definition of direct mail seems to change every day.
No longer limited to postal services, direct mail today can just as easily be an email, a text message, an instant message, a Facebook post or any one of a gazillion different types of social media communication, from chat room interaction to a wiki contribution.
The method of delivery for direct mail is important, sure. (And we'll go into the pros and cons of direct mail media below.) But even more important is distinguishing between direct mail and display advertising. Ads placed on the side of a website, and in an actual physical newspaper, are not directed towards anyone; they are billboards hoping frantically to catch anyone's attention that happens to glance over. Conversely, direct mail marketing focuses on speaking to people, treating them as individuals and getting as specific as possible.
In the best of worlds, an all-around marketing approach that includes both traditional and new media may be the wise choice. What follows is a short checklist that could offer advice about where to direct your efforts:
USPS Direct Mail Advantages
*Less annoying: People may dislike 'junk mail,' (at least when it comes at inopportune times) but they hate spam more;
* More involvement: Printed pieces are more fun to hold, see, smell, which captures their attention;
*Better lists: Because direct mail has been around longer, you'll likely have better access to solid lists, as opposed to email lists that are collected online.
Disadvantages:
* Cost: Design, printing, postage and list costs could get steep, compared to cheap-as-dirt email;
* Response rate: The typical response rate for direct mail is 1 to 2 percent. It's not unheard of today to beat that response through targeted email;
*Not so green: Direct mail produces paper waste which is often not recycled.
Email/Text messages Pros
*Cheap: Even if response rates are small, you're talking less loss than an investment in a printed DM campaign;
* Quick: Not only can recipients receive email as quickly as you can send them, replies can just as quickly come back to you;
*Tweakable: You can change headlines, pump up offers, even completely overhaul the entire piece in seconds, and send out the next blast in minutes, not days.
Cons
*Will the recipients even see it? With email spam software widespread, it's questionable. Folks are slower to open messages even from companies they've heard of.
*Lists: Decent email lists are hard to come by; you never know how good they are beforehand. But this is a problem with regular print mail, as well. Pick your mailing company wisely.
* Warning: The CAN-SPAM law should be held in the highest regard. The basic rule is you can't email to any prospect who hasn't given their approval, even if that approval was in response to another company not affiliated with you.
What's the lesson from all this? Dig into the research. Then pick the medium -- or media -- which is best suited for your campaign.
No longer limited to postal services, direct mail today can just as easily be an email, a text message, an instant message, a Facebook post or any one of a gazillion different types of social media communication, from chat room interaction to a wiki contribution.
The method of delivery for direct mail is important, sure. (And we'll go into the pros and cons of direct mail media below.) But even more important is distinguishing between direct mail and display advertising. Ads placed on the side of a website, and in an actual physical newspaper, are not directed towards anyone; they are billboards hoping frantically to catch anyone's attention that happens to glance over. Conversely, direct mail marketing focuses on speaking to people, treating them as individuals and getting as specific as possible.
In the best of worlds, an all-around marketing approach that includes both traditional and new media may be the wise choice. What follows is a short checklist that could offer advice about where to direct your efforts:
USPS Direct Mail Advantages
*Less annoying: People may dislike 'junk mail,' (at least when it comes at inopportune times) but they hate spam more;
* More involvement: Printed pieces are more fun to hold, see, smell, which captures their attention;
*Better lists: Because direct mail has been around longer, you'll likely have better access to solid lists, as opposed to email lists that are collected online.
Disadvantages:
* Cost: Design, printing, postage and list costs could get steep, compared to cheap-as-dirt email;
* Response rate: The typical response rate for direct mail is 1 to 2 percent. It's not unheard of today to beat that response through targeted email;
*Not so green: Direct mail produces paper waste which is often not recycled.
Email/Text messages Pros
*Cheap: Even if response rates are small, you're talking less loss than an investment in a printed DM campaign;
* Quick: Not only can recipients receive email as quickly as you can send them, replies can just as quickly come back to you;
*Tweakable: You can change headlines, pump up offers, even completely overhaul the entire piece in seconds, and send out the next blast in minutes, not days.
Cons
*Will the recipients even see it? With email spam software widespread, it's questionable. Folks are slower to open messages even from companies they've heard of.
*Lists: Decent email lists are hard to come by; you never know how good they are beforehand. But this is a problem with regular print mail, as well. Pick your mailing company wisely.
* Warning: The CAN-SPAM law should be held in the highest regard. The basic rule is you can't email to any prospect who hasn't given their approval, even if that approval was in response to another company not affiliated with you.
What's the lesson from all this? Dig into the research. Then pick the medium -- or media -- which is best suited for your campaign.
About the Author:
Looking to find the best deal on email and direct mail, then visit Commercial Letter's website to learn more.
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