Found this article I thought illustrated perfectly that direct mail is far from dead!
THE DEMISE OF DIRECT MAIL – STRICTLY A GRAND ILLUSION“The reports of my death have been greatly exaggerated.”
– Mark Twain
Mark Twain was addressing his critics who were spreading rumors that he had passed away. In fact, Twain was very much alive and his popularity with readers was peaking.
Twain also could have been talking about direct mail marketing, that tried-and-true form of advertising that’s been around for over 100 years and still going strong.
The fact is direct mail is hardly dead. It is still being used aggressively and regularly by all kinds of savvy marketers. It’s a critical part of their overall marketing mix, especially when it comes to prospecting for new customers.
It’s been called many things, including junk mail. But in reality the new junk mail is actually all the messages you receive in your digital mailbox every day.
How many emails do you delete without even bothering to open? Maybe half of them, probably a whole lot more. It’s not unusual for someone to delete as much as 90% of emails received without ever opening them. The average person now receives 20, 30 or more emails each day soliciting everything from weight loss to travel deals, from miracle drugs to the latest ramblings of so-called experts.
Yes, email marketing is an extremely effective medium for communicating and selling customers. And it is certainly more convenient and much less expensive when compared to direct mail.
However, if you’re looking for new customers, direct mail wins hands down. On the back-end, direct mail is cheaper when figuring out the cost-per-sale.
When it comes to crafting a multimedia campaign, your best bet is to use a combination of different messaging platforms which could include email, direct mail, free standing inserts, print ads and more.
Let’s take a look at how the old way of doing things (direct mail) stacks up favorably when compared to the relatively new kid on the block (email):
Ten advantages of direct mail versus email marketing
It’s been proven time and again that direct mail improves email response rates. Here’s a way to combine the power of these two mediums to optimize impact. About 7-10 days before a scheduled email blast, send all recipients a postcard talking about an upcoming special email offer that will soon be arriving in their in box.
This approach has been known to boost open and click-through rates. The email recipient is much more likely to keep an eye open for the soon-to-arrive email and much more likely to open and read the email, increasing the possibility for a sale.
To find out more about direct mail, email and effective marketing in general come to the GKIC SuperConference in Minneapolis April 30 through May 2. Hundreds of small business owners will be there, along with a terrific group of guest speakers featuring magician Penn Jillette as the grand host.
Click here now to make reservations to attend the 2015 GKIC SuperConference.
How you look is what people will remember.
About a week ago, our partner David Chism at ADavid Creation (they handle marketing coordination for multiple painting and electrical contractor companies all over the US, www.adavidcreation.com) , had a client who reserved ad space in a higher-end New Jersey Magazine. Not sure how David got a hold of the original ad created for them, but he recognized that there's no way it should appear in a prestigious publication the way it was designed. You see, image is everything. The last thing he wanted was to have his customer's image to appear less than professional.
Elliott Marketing Solutions (EMS) handles a lot of print and design projects for ADavid Creation, so we were more than happy to help him with this one.
Our deadline was tight....complete by the next day!
Our budget was limited...only one hour's work.
But what EMS designed was more balanced, attractive and upscale. The difference was night and day, and the client left feeling much better about his image.
Moral of the story is: you may get your ad done for free, but thats only going to show "cheap" through your image. Let the professionals at EMS handle your branding: you'll be glad you did!
Elliott Marketing Solutions can help spice up your image ads and attract more of your customers! Call us today at 240-405-6680 to see how affordable it really is!
Are you an electrical or painting contractor? Call ADavid Creation today and let them coordinate all your marketing efforts! (301) 531-4010 or www.adavidcreation.com
Ok, so now that I have your attention with the headline, print brokers do it better! And what do they do better? They work to give their customer quality, printed marketing material at a good price.
But what is a broker? First we must look at the differences in the printing world.
On one side we have print shops. These shops have their own equipment and outsource very little. Typically they sell only to the public and extremely little to resellers. Because they use their own equipment and don't really rely on other print shops to help them, they are limited on what they provide customers and overhead is higher, which in turn...higher print costs.
Second is a trade printer. They only sell to brokers or print shops, not to the public. They have much lower pricing than a local print shop because they create specific print programs that fit their equipment and production capabilities. They cannot do custom and specialized printing, just what their capabilities provide.
Lastly is a print broker. Their situation is very unique because of several reasons. First, they normally don't have any equipment, which decreases their overhead and thus....the cost of printing to the consumer! They can work with several printers as they want, maximizing the capabilies available to the client. But their greatest strength is their bargaining power! Brokers are the 800 pound gorilla in the print room, helping their clients get the best printing cost for the project. While a typical customer may go down to the local print shop to get a quote, print brokers levy the power of several printers, each trying to compete for your project! On most projects, a print broker will save you a lot of money!
Elliott Marketing Solutions is proud to be the print broker for their clients. Are you ready to save money? Call us today at 240-405-6680 and experience what EMS can do for your project!
How can I save postage on direct mail?
Too many people believe that running to a Staples and buying postcard shells you run through a desktop printer, then putting a full rate postcard stamp on them is the most effective way to do a mailing. On the contrary, it's far from cost efficient. Not just from the overall costs of the paper and ink consumption, but also the high postage rate that's not needed. Furthermore, how do you know the addresses you are mailing to are still legitimate? Unless you have a robust, internal system in place that collects the most accurate and up to date addresses, you will have a bunch of mailers come back to you, and that's expensive!
First, purchase a true mailing list that has been updated by a reputable list service or through a mailing company. Data changes constantly, and you need the best chance for reliability.
Second, figure out what size mailer you truly need. If you don't have a ton of information you are trying to convey to consumers, then keep it simple like on a postcard. Remember, simpler is better...and more cost effective!
Lastly is the postage, and this is where you should only look at two options when mailing more than 500 pieces. Only a print house can do these options, but will save you money in the long run. First postage option is first class presort. This is the fastest of the two, usually getting to customers in a few days. The second is standard presort. Just as reliable but it will not get to customers until 15-20 days. The pricing in postage between the two is substantial depending upon the size and weight of your mailer, but still far better than just slapping a stamp on it!
Call Elliott Marketing Solutions at 240-405-6680 to help you create the best, and most cost effective, mailing campaign possible!