I just finished reading the latest issue of DMNews (July 13th, 2009 issue) and it struck me that there was very little mention, if any, of direct mail programs that companies were running.
All the stories were about:
- Mobile marketing
- Social media
- Email marketing
- Web loyalty, etc.
Now I completely understand that online marketing is very hot right now, but direct mail for many companies is, and should be, a vital part of their marketing mix.
Now you can say I’m biased because Ballantine provides direct mail services (we offer some digital solutions as well), but it’s a fact that direct mail is VERY targeted and VERY measurable.
If rising costs are an issue, then you become smarter with your direct mail. You lean heavily on your vendors to help you cut costs and/or introduce new ideas. It’s what we do for our clients and it’s what you should EXPECT from your vendors.
Yes, direct mail is changing but if you adapt to those changes, you’ll be OK. Most of our clients (not all) are still mailing at their normal volumes, but have tweaked certain aspects of their direct mail programs. i.e. more finely-tuned lists, more cost-efficient formats, commingling, etc.
You should also look at different printed products. We have a meeting today with a major automobile company to discuss a new printed product that would get them in the mail boxes they NEED to be in at a fraction of the cost.
Or read our previous post on personal URLs. We’re helping one of our clients with a PURL campaign and direct mail is still a big part of the project. An inexpensive self-mailer to get the PURL out there…and then an inexpensive digitally-printed follow up postcard.
Reach out to your customers, and potential customers, from different angles. Online marketing now plays a big role in this approach…and so does direct mail.