You might think it’s a little strange to see a blog about why you shouldn’t use mail on a blog called Direct Mail Marketing 101. But we’re realists. There are times when direct mail isn’t your best option. If you waste your money on those instances, you’ll become convinced that direct mail marketing doesn’t work, and that’s not good for the long-term. So let’s talk about when you don’t want to turn to that postcard or that mail campaign:
- You have a tight time frame. While many direct mail companies can move at blazing speed, there’s no getting around the fact that direct mail takes time. There are lists to procure, artwork to produce, the mailing has to be printed, stamped, labeled and finally mailed. If you have a message that needs to reach your customer tomorrow, direct mail can’t help.
- You want to reach a handful of customers. The power of direct mail is in its ability to spread your message widely. If you only need to send a few hundred pieces, direct mail can be expensive. Your art production costs are the same whether you’re sending one card or one million, and the cost per piece for small runs is more expensive than for large runs. If you’ve got a tiny mailing, direct mail is less cost-effective. Maybe a targeted phone campaign would be more successful.
- You don’t have a strong call to action. There are two distinct kinds of marketing. One looks for impressions. This is an important first step to helping people remember you and know who you are. Common tactics for this strategy include billboards or TV commercials. But where direct mail’s true power lies is in its ability to prompt customers to take action and do something. The information stays with them, so they have time to think and eventually act on your specific action. If you aren’t sure what you want people to do next, direct mail might not be the best avenue for you.
To sum it up, if you have a bit more lead time on your marketing project, want to reach a wide customer base and know exactly what you want your customer to do, direct mail may be a great marketing tool for you. Not sure if your project is a good fit or not? We can help. Contact Premier Advantage Marketing, a direct marketing agency, for more information. We’ll give you honest answers about what’s best for you.
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