Benefits of Direct Mail vs. E-mail

Today, with people so focused on their cell phones and tablets, it is easy to overlook traditional marketing.  Between e-mails, social media and viral videos people forget that direct mail is still a powerful tool that should not be dismissed.

In a great article on entrepreneur.com, Craig Simpson discusses four solid reasons to use direct mail instead of e-mail marketing. Craig gives you strong reasons for each.  Check it out, it's a great read.

I'll give you two bonus reasons, based on the experiences of clients we have worked with.
Bonus 1: Spam Filters : People have different types of spam filters on their e-mails.  Some people will only see messages from people in their contact list.  Just because you have a valid e-mail address does not mean that it will get to the intended recipient, and even if it does, it could easily be ignored.  Careful, one wrong word in the subject line can get you straight in the spam folder.

Bonus 2: Reach :  Simply put you can contact more people through direct mail than e-mail.  There are more verifiable names available.  Be wary of those trying to sell you a large e-mail contact list cheap.
Most likely you'll waste your money and not help your marketing campaign.

Feel free to share your thoughts on direct mail vs. e-mail below.

The Importance of Direct Mail Today

Though it seems every time you blink you're hit with another email, text message or social media update, there is still room for direct mail.  In fact direct mail is still an important and effective tool.

Whereas much of what arrives in your e-mail inbox is never read, (if it even gets past your spam filter), a letter sent by direct mail has a much better chance of being read and prompting action.

And, there are many ways you can use this letter.  It's not just for generating sales, it can be used for educating customers, soliciting feedback, and distributing coupons, etc.

In his artice on bdaily, Grant Pettersson, shares many more ideas as to how and why direct mail can benefit your company. Click here to read the article.

Some Statistics on Direct Mail

Looking back at , The 2014 Essential Guide Direct Mail Marketing, from Direct Marketing News, revealed some interesting statistics:

- response rate for direct mail is 4.4%, vs.  the response rate for e-mail of 0.12%

- 79% of consumers act immediately with direct mail, vs. 45% who act immediately with e-mail

- 40% of consumers reported trying a new business after receiving direct mail

- 70% of consumers renewed their relationship with a company they had stopped doing business with after receiving direct mail.

- direct mail is 10-30 times more effective than e-mail

Click here  to read the complete report where you will find many informative articles which could aid in the growth of your business.

It's Not Just What's Inside That Counts

Granted there are many factors critical to the success of your campaign.

However, the first step is to get the envelope opened.

This article by Ben Lobel details how it all begins with the envelope and the choice of the right envelope can significantly impact the likelihood of getting your message across.  An oversized or colored envelope may increase the chance to be opened than a standard envelope.

Remember that an oversized envelope may have higher postage costs, so check with your post office.

The author discusses different types of envelopes and seals which could be the difference in your next mail campaign.

What is DMARC?

DMARC stands for Domain based Message Authentication, Reporting and Conformance.

DMARC is of consequence to both senders and receivers of e-mails.  So if e-mail marketing is part of your campaign, it is important for you to learn how DMARC will impact you.

Click here for Sophia Jacobson's article which clearly explains all you need to know about DMARC.

Reduce Costs on Your Next Mailing

For many marketers, a simple letter or postcard just isn't going to cut it.
Often times, depending upon the product, or offer, your creativity can be handsomely rewarded.

However, if you are going to get creative, it is important to focus on the costs.   This article, by Laura Jahn at American News Report, has some helpful hints to reduce costs production and mailing costs which could benefit your bottom line.

CEU Requirements for NYS Social Workers

New York Gov. Cuomo is expected to sign into law a bill requiring continuing education for Social Workers in New York state.  This would take effect on Jan. 1, 2015.

Click here to read a statement from NASW-NY regarding this policy change.

Response Rates

A common question we get is, "What kind of response rates can we expect?"

Obviously, a number of factors come into play.  These would include: the product (program and presenters); the offer; timing with respect to other available programs.

With consideration to the above, a professional quality, targeted mail campaign can normally expect a .8-1% response.

Click here to read a great article by Taylor Clark, which discusses realistic expectations with respect to response rates for educational programs.

Please feel free to share your response rates with us.

Marketing: Truth or Fiction?

There are a lot of misconceptions regarding marketing. 

Jason Moreau at Amsterdam Printing has exposed 5 common myths in marketing.

Click here to read this insightful article which discusses direct mail, e-mail, google and advertising. 

National Postal Forum

Keep informed of the latest developments with respect to mailing and marketing.

The National Postal Forum has been announced for March 16-19 in Washington DC.

Details here

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Multi-Channel Marketing

Click here to read a great article by Megan Marrs which discusses multi, or cross channel marketing.

Megan talks about integrating your website, direct mail, e-mail, catalogs, retail stores, etc. into a cohesive campaign.  A unified strategy is more effective in conveying your message and getting the desired response.

An interesting statistic from this article is that, "multi channel customers spend three to four times more than single-channel customers."

It is worthwhile to read the entire article to learn some strategies for utilizing multi-channel marketing in your campaign and the benefits of doing so.

Direct Mail vs.E-mail Marketing

Click here to read an article in the Huffington Post which does a great job discussing the merits of direct mail vs. e-mail.

Many of our own experiences with e-mail marketing were backed up by the data in this article.

Only approximately 20% of postal addresses can be matched with e-mail addresses, so if you rely on e-mail exclusively, you're not reaching 80% of the market.  Those messages that get by the spam filters are quickly forgotten or lost amid new messages.  If seniors are in your target market, you're in trouble as only approximately 45% of seniors are online.

Check out the entire article  here  for more insights.

Basic Reminders

This article by Barbara Morris, reminds us of the effectiveness of direct mail, especially when targeting certain segments of the population such as senior citizens.

Direct mail can still deliver great results if you remember a few basics:
Personalize your message
Engage your prospect
Offer bonuses and incentives

The lifehealthpro.com website has some other useful articles that may be of help in marketing your practice.

Tips for E-mail Marketing

Although our focus here is normally on direct mail, many of our clients are using e-mail marketing as a tool in their marketing mix.  It is critical to the sucess of your campaign to craft an effective e-mail message.

Click here to check out this helpful article from the Financial Brand for useful tips to help create impactful e-mail messages.

Direct Mail...Still Effective

Direct mail is not dead.  In fact, it is still a cost effective method for marketers.  While many are eschewing direct mail for the convenience and accessibility of online marketing, successful marketers know that there are many advantages to direct mail that give it an advantage over online marketing.

Click here to read the article by Elaine Love that outlines some of the basics such as how selecting the right list and crafting an effective letter can work for you.

Helpful Tips for Marketing Your Practice

Normally our focus in on marketing professional development conferences and seminars.

However, today we shift our focus to the professional marketing their practice.

In this article Dr. Susan Giurleo discusses "Gentle, Yet Effective Marketing For Mental Health."

Among her suggestions are to avoid the overly slick and pushy marketing.

Instead, remember that the focus should always be on your client. Provide helpful and useful information and messages and you will find it easier to fill your appointment book.

The Value of Direct Mail

A recent article posted by the Huffington Post highlights the value of direct mail.

Direct mail is the method most consumers prefer for communication.

Though the cost per piece may be higher with direct mail, the return is normally greater, outweighing the associated costs.

For more reasons you need to implement direct mail, read the article here.

E-mail Vs. Direct Mail

While both direct mail and e-mail marketing are effective sales tools, they are not interchangeable, and should be used differently to maximize results.

E-mail is most effective at communicating with current clients. Since you already have a relationship you can use this to notify them of special offers and move product.

To convert a prospect to a customer you have to build trust which is more difficult with e-mail since many people are conditioned to view e-mails from unknown companies as spam.

Direct mail marketing is more effective at converting prospects to customers. With direct mail, you have a better opportunity to tell your story and engage the prospect.

Know your prospect. If you are targeting middle aged professionals, this demographic is probably most open to direct mail solicitation. Younger prospects are probably best engaged through social media.

For more tips check out the complete aritcle from Chief Marketer.

Tips for Social Network Marketing

Social Media Marketing has grown exponentially over the past few years and has become an inexpensive and effective way to increase awareness and market your business.

Brafton News reported that at the SMX Social Media Marketing Conference,Kevin Scholl, the Social Media Marketing Manager of Red Roof Inn, outlined tips to use this medium more effectively.

Respond to feedback, both positive and negative in a timely fashion.

Create content yourself, and use content created from your customers. Solicit feedback and try to get an interactive conversation started.

Reward or at the very least acknowledge those who are contributors.

For more tips read the article at Brafton News.

Direct Mail on the Rise

According to a report by the Winterberry Group LLC, direct mail spending rose 3.1% last year and is projected to grow 5.8% this current year.

As the economy improves, advertisers are increasing their direct mail budgets.

There appears to be a shift in focus from online advertising back to direct mail. With the abundance of e-mails flooding a persons in box, prospects are apt to simply clean out their message center and delete these messages without giving them any consideration.

For more information, read the complete article from Northwestern University's Medill School here.