Is Direct Mail Still Effective?

Out the gate... Yes. Direct Mail is still an effective marketing promotional technique. The biggest reason more companies have moved away from direct mail has been because of the more cost effectiveness of email, blogging and article marketing. However, not all businesses have abandoned using direct mail in the promotional mix. Less frequently than ten years ago, but still being used.

With several of my customers we are including direct mail campaign(s) in their annual tactical marketing plan. We have long stopped the monthly mailings, but instead are running one or two mail campaigns per year. Also, instead of mailing 35, 000 pieces* we are sending approximately 17,000 - almost half of what used to be mailed. We are only mailing to households and businesses that are not customers or we have no email address for them. Existing customers receive our monthly newsletter or email advertisement. These always include the same offer(s) that a direct mail campaign does.

In the past twelve months, I have found that my customers are receiving on average, one and a half percent response rate. Ten years ago, a successful campaign was considered to be a one percent return. Without conducting a formal study, I am going to guess that since there are fewer pieces of mail that a person sifts through each day, direct mail pieces are not getting pitched into the circular file as fast. There not getting lost amongst the bills, the many offers, the coupons. So much of that has gone online. But we are still receiving some mail... But the amount is way down. Direct mail pieces to household are getting attention. But make them count - they still cost more than internet marketing tactics.

Diane Wishart
Owner
Promotional Channels
http://www.promotionalchannels.com