Rational Marketing

Category: Direct Mail

  • The Mail Moment

    Many businesses are re-evaluating any and all business decisions, including marketing decisions, during this economic cycle. They are looking at response rates to their marketing efforts and the costs to get those responses.

    The US Postal Service published a study called “The Mail Moment”. This study was conducted a few years ago after most Americans had adopted new habits for shopping and gathering purchasing information using the Internet.

    “The Mail Moment defines the highly interactive daily ritual that consumers devote to bringing in their Mail and discovering what it offers.”

    “Right now – in a market you want to reach – your ideal prospect is just waiting for the moment. She’s eager to invite you in to see what your message can bring to her life. She’s even willing to set aside time to focus solely on what you have to say.”

    “The study also found that Mail is placed where it’s seen and used and that it moves from room to room, allowing consumers to read it at their convenience. Mail may be the easiest way to reach household and financial decision makers.”

    Mail is welcomed into people’s days and plays a unique and personal role in their lives. Mail offers you the opportunity to create an emotional connection with your customers.

  • Entrepreneurs Find Direct Mailings Still Key to Winning Customers

    The Wall Street Journal published an article on January 12th that discussed the experiences of businesses that tried to replace their direct mail marketing with various forms of email marketing. Their trials did not work; they went back to direct mail.

    The article discussed some new strategies of sending more personalized messages to a very select list of current and prospective customers. Please see the previous postings titled “Do More Marketing with Less Money” and “Doing More with Less” for some more ideas about how to make the most of mail.

    Mail is a great way to reach your customers and prospects with relevant offers and information. Your audience will give you their time and attention to consider what you have to say.

  • New Statistics About Mail

    In a recent article in Target Marketing Magazine titled To Mail or Not to Mail author Pat Friesen cited some surprising statistics.

    “Fifty-six percent of Americans surveyed by InnoMedia say receiving mail is a pleasure.”

    “Sixty-seven percent of Americans feel traditional mail is more personal than Internet communications, according to research from the U.S. Postal Service.”

    “Among Gen Yers (born 1977-1994) and Gen Xers (born 1965-1976), more than 70 percent sort their mail immediately reports the USPS.”

    Young consumers invest time with their direct mail knowing it is advertising. They are motivated to receive information to help make buying decisions.

    “Studies show direct mail is favorably received by young consumers because it’s tangible-they keep and browse through catalogs; it’s private-there’s an advantage to NOT being able to forward it to everyone in someone else’s address book; and it’s secure-58 percent still prefer receiving and paying bills by mail.”

    “There are people who are more comfortable receiving and responding to direct mail than e-mail, even when they have e-mail addresses. For example, marketers of products and services for older seniors (75+), continue to use direct mail to generate leads and sales. These seniors are motivated readers that open and keep direct mail. NOTE: Don’t assume that because you have e-mail addresses for any age group, e-mail is the preferred medium for hearing from you.”

    “Mail is more private than e-mail according to 66 percent of those participating in a recent U.S. Postal Service study. They said the Internet is not a substitute for mail. Sixty-eight percent also said mail is more secure.”

  • Why Is Direct Mail Effective?

    Few other selling tools deliver your message with exact precision and impact. The amount of mail in your mailbox everyday attests to the success of this medium (If it didn’t work, your mailbox would be empty!).

    Mail works when you’re not. Regardless of what you’re doing, working or playing your direct mail is talking for you. It gives your best presentation without you being there.

    Mail multiplies your efforts. Send out thousands of postcards or letters and your best sales pitch is being presented to thousands of people simultaneously.

    Mail allows you to aim with accuracy. Direct mail allows you to pinpoint the people who fit your profile, with as much or as little detail as you want.

    Mail makes it easy to track your return on investment. With direct mail marketing you can code your mail pieces to determine the exact number of responses you received from each campaign.

    Mail is relatively inexpensive. It is amazing what you can get into a small business size envelope and keep under the one ounce limit. Or you can use a jumbo size postcard and tell your story beautifully.

    Mail gets one-on-one attention. One of the best things about direct mail is that it gets one-on-one attention from your target prospect. Direct mail is opened one piece at a time and read one piece at a time.

    Mail gets delivered. There are no high tech filters on physical mailboxes. Your recipient will see your name and decide what to do with your message.

    Mail is something you can touch and feel—it hangs around. Direct mail is something that you can hold in your hand. It is physical. It is something that can hang around for a period of time. It has “lingering” marketing effects.

  • No Increase in Postage Prices for 2010

    The US Postmaster General, John Potter announced in November 2009 that “there will not be a price increase for market dominant products including First-Class Mail, Standard Mail, periodicals, and single-piece Parcel Post.”

    We hope you all find this encouraging news as you begin your budgeting and planning for 2010.