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.
Now that it's no longer limited to the USPS, direct mail today can also be email, a text message, an instant message, a Facebook post, or any of a number of different kinds of social media communiques, from chat room interaction to a wiki entry.
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 a perfect world, a fully-realized marketing approach that includes both old and new media may be the way to go. Herewith, a brief summary that will help clarify your thinking regarding your options.
USPS Direct Mail Advantages
* Less annoying: Prospects may disdain 'junk mail,' (at least when it comes at the wrong times) but they hate spam more;
*More engagement: It's more tactile, people can touch, see, even sometimes smell, a colorful mailer, which better captivates 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:
*Price: After design, printing, postage and list costs, you could be digging pretty deep in your wallet when compared to email.
* Response rate: A good response rate for direct mail is 2 percent. It's not out of the realm of possibility to beat that figure through targeted email;
* Not environmentally friendly: DM produces paper trash 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;
*Fast: Not only can prospects receive messages as soon as you think of them, responses can also start pouring in immediately;
*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 your email even hit the inbox? With spam-blocker software use growing, it's problematic. People are loathe to click on email, even from companies with whom they're familiar.
* Lists: Accurate email lists are difficult to source, and you can never be sure about them before you use them. But this is an issue with print mail, as well. So partner with a reputable list provider.
*Be careful: The CAN-SPAM law is of the highest importance. The general rule is you can't email to any recipient who hasn't given their thumbs-up to it, even if that approval was to a third party.
What's the lesson from all this? Dig into the research. Then pick the medium -- or media -- which is best suited for your campaign.
Now that it's no longer limited to the USPS, direct mail today can also be email, a text message, an instant message, a Facebook post, or any of a number of different kinds of social media communiques, from chat room interaction to a wiki entry.
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 a perfect world, a fully-realized marketing approach that includes both old and new media may be the way to go. Herewith, a brief summary that will help clarify your thinking regarding your options.
USPS Direct Mail Advantages
* Less annoying: Prospects may disdain 'junk mail,' (at least when it comes at the wrong times) but they hate spam more;
*More engagement: It's more tactile, people can touch, see, even sometimes smell, a colorful mailer, which better captivates 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:
*Price: After design, printing, postage and list costs, you could be digging pretty deep in your wallet when compared to email.
* Response rate: A good response rate for direct mail is 2 percent. It's not out of the realm of possibility to beat that figure through targeted email;
* Not environmentally friendly: DM produces paper trash 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;
*Fast: Not only can prospects receive messages as soon as you think of them, responses can also start pouring in immediately;
*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 your email even hit the inbox? With spam-blocker software use growing, it's problematic. People are loathe to click on email, even from companies with whom they're familiar.
* Lists: Accurate email lists are difficult to source, and you can never be sure about them before you use them. But this is an issue with print mail, as well. So partner with a reputable list provider.
*Be careful: The CAN-SPAM law is of the highest importance. The general rule is you can't email to any recipient who hasn't given their thumbs-up to it, even if that approval was to a third party.
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:
Want to find out more about direct mail and email campaingns, then visit Commercial Letter to see some great examples of integrated campaigns.
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