A Resurgence of Mail.
We started out as a direct response agency. Hence the name.
We did a lot of direct mail. A lot. We created concepts, copy and design, produced it all the way through the mail, analyzed it, modified it and mailed it again. We learned along the way, and worked with major organizations like Bank of America, Wells-Fargo (First Union), Time Warner Cable, the Smithsonian Institution, Verizon Wireless and others.
Then came the internet, email and digital marketing, and mail took a backseat. If you weren't a heavy catalog marketer you simply stopped mailing a lot. There were exceptions—credit card companies, insurance—but for the most part, direct mail (aka snail mail) was deemed no longer effective.
More and more companies are returning to direct mail because, as it turns out, people still like to get mail. They still read it and, most importantly, still respond to it.
In a recent article published at the website Business to Community, Suzanne Stock (@marketscan) offered the following four reasons why B2B direct mail should remain a valid component of your marketing mix:
- It stands out.
- It's more personal.
- You can integrate it.
- It still gets good response.
(I suggest you read the entire article. It's short and really packed with good information.)
In my 30+ years in the industry, I've found the 40-40-20 formula to continue to be valid. Simply stated, the 40-40-20 rule says:
The overall effectiveness of any direct mail effort will be impacted 40% by the quality of the list, 40% by the quality of the offer, and 20% by the quality of the creative.
I've used this example for years. If you are selling high-quality golf balls $2 per sleeve of three, but can only get a list of backpacking enthusiasts, chances are you can print a full-color catalog and not get good response. On the other hand, if you can get a list of golf cart owners, you could print one-color on toilet tissue and expect a pretty healthy response.
What are you putting in the mail these days? Anything?
Why not let us help you improve your existing campaign, or create a new one so you can take advantage of this time-proven medium?
To start a no-obligation conversation, click here.