Top Reasons Why Direct Mail is so Powerful

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The King of Marketing Mediums

*Direct mail is perhaps, one of the most powerful marketing mediums in use today. Few other marketing tools can deliver your message with exact precision at such a low cost. The amount of mail in your mailbox everyday attests to the effectiveness of this medium (If it didn't work, your mailbox would be empty!).

There's a reason why thousands of businesses still spend hundreds of billions of dollars each year on direct mail — it works!

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1. Touches People Everyday with a Powerful Local Mailbox - Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it's delivered, and 77 percent sort through it immediately, and 55 percent of consumers even "look forward" to discovering the mail they receive.

2. It's Working When You're Not - No matter what you're doing, vacationing, working, talking or walking, direct mail is working for you. The adage, "In rain, sleet, or snow" the mail arrives. Direct mail is giving your best sales presentation to hundreds or thousands of people simultaneously, without you being present.

3. Leverages Your Efforts - Although no presentation is a waste of time, when you are giving your best pitch to one person at a time, you only sell one widget at a time. Send out hundreds or thousands of direct mail pieces and your best presentation is presented to those hundreds or thousands. Now, that's called leverage!

4. Immediate Response - When you send out your direct mail piece it doesn't take long to get a response. Within about one to two weeks you'll receive about 75 to 90 percent of all those who are going to respond. If it's working, you will know it. If it's not - you will know it.

5. Easy To Track Your Return on Investment - Wasting hard earned dollars on marketing is hard on small business owners. You can code your mail pieces to determine the exact # of responses your received from each campaign. This allows you too spend your money using what's working best for you. Tweak your mail pieces to increase your response and make your marketing dollars count.

6. It's Physical or Tangible - Direct mail is something that you can hold in your hand, something you can touch and feel. Direct Mail allows you to physically place your message in your customers' hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, and coupons. It is something that can hang around for a period of time. It has "lingering" marketing effects.

7. Attract & Generate New Customers - New customer's are often new home owners. Their buying habits are formed in the first 30 to 60 days following their move in date. With shared direct mail utilizing saturation you can be a target for their new buying habits. Let them know your here. New leads are the stepping stones to new sales.

8. Name and Identity Branding - Name awareness gains customer's confidence, increases awareness of your products or services. That's right -- it increases your visibility. Let everyone know who you are, where you are, when they can come see you and what they can get from you. Do you know the answers to this of every business in your local area?

9. Drive Web Traffic - Direct mail is a great source for driving traffic to an existing or new web address. It has been proven to effectively drive web traffic when used in combined marketing strategies.

10. Highly Visible - With banner ads, magazine ads, billboard ads and the like, you are hardly guaranteed a look by your intended audience. But with direct mail, you can be nearly certain that people will see your message because they have to pull it from the mailbox. This kind of visibility is a big benefit of direct mail promotions.

11. Familiarity and Comfort - Consumers are receptive. Repetition is the key to advertising success. Repetition builds familiarity, familiarity leads to comfort, and comfort loosens the purse strings. People buy things from businesses they are familiar and comfortable with.

12. Reaches Who You Want To Reach - Newspapers, TV, magazines and radio can be effective, but they are like using a shotgun as your marketing approach. Solo Direct Mail is more like using a rifle. And Shared Saturation to a Zip Code is like using a casting net. Zoom in on the target audience that will be most receptive to your message. While it may seem more expensive per piece for solo direct mail, you're getting more "bang for your buck" and wasting less.

13. Mail Is Personal - With Direct Mail, you can address your customers by name, speak to them individually, and appeal to their interests. When customers feel that you understand their needs, they're more likely to respond.

14. It's Guaranteed - Since 1775, the US post office has been delivering the mail. Face it, not everyone subscribes to the newspaper, listens to the radio, or watches the TV station that you may want to advertise on, but everyone has a mailbox.

15. Encourages Interaction - With calls to action, like using a coupon or reply for free ..., direct mail is an engaging message that encourages interaction with your recipient. There are actually some of your customers out there that are looking for a reason to shop.

16. It's Measurable - Direct Mail is one of the few media channels that give you the ability to track the success of your campaign. It's as simple as placing a box on your reply cards and asking your guests how they heard about you. By tracking and analyzing your results, you will see what's working and make adjustments to future mailings if needed.

17. Creates An Impulse to Visit You
- While the internet is fast becoming a haven for low cost advertising, it cannot create the impulse to make a decision that direct mail marketing can. Usually by the time they have found you on the internet, they have already made the decision to look for a business. Direct mail has your customers in hand with fewer advertisers competing for their attention.

18. It Has A Long Shelf Life - People keep things that interest them. If you use eye-popping design, along with a message that speaks to their needs, people will hang on to your mailer. While they may not try your business out the very next day, they usually will place your card on the refrigerator or their desired spot for future use.

19. Planting a Seed- the Reminder - In today's world -- people are busy. One never knows what is coming next. Use direct mail to remind them that 2 months ago they were thinking of painting, roofing, ... their home. Remind them they were going to try "that" seafood, steak, breakfast ... restaurant. That's right, just when we are in the middle of deciding on something -- other intrusions come into our life that we have to take care of. Don't sit back and wait for us to have the idea again -- send it back to us with your direct mail campaign.

20. "King" of Marketing Mediums - Simply put, direct mail is one of the most powerful marketing mediums. It generates and attracts leads with your existing, idle and new customers to visit and/or purchase your products or services. It is the gentle reminder to many of us with busy lives. While being highly visible, it is one of the least intrusive mediums of advertising because people read their mail at their leisure. A great source to drive visitors to your website as your address is right there in the visitors hand. Overall it's approach is a proactive invitation that you want your visitors business. Therefore, Direct mail is the "King" of marketing mediums.

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