| In today's world of technology consumers can | | | | characteristics and a wide range of available |
| socialize, network, find information, and make | | | | demographic filters such as gender, age, income, |
| purchases however and whenever they want. They | | | | ethnicity and lifestyle data. When these targeted lists |
| are also in total control over the information they want | | | | are used Marketers isolate their specific audience and |
| to receive which has created a challenge for the | | | | send them offers that they really need. |
| Marketer to get their message read. The consumer | | | | 5.) Offers are hard to incorporate online since |
| can turn their spam filter to high, fast forward through | | | | everyone expects to receive a reduced price, free |
| commercials on their recorded TV shows or delete | | | | information, and a money-back guarantee anyways. |
| messages without even looking at them. | | | | 5a.) Free trials or samples, coupons, and a good call to |
| This new 'techy' consumer has created a unique | | | | action is easier to access when they come through |
| challenge for businesses to develop successful | | | | the mail. |
| marketing programs that speak to the right audience, | | | | 6.) Internet Surfers must bookmark you or may only |
| at the right time, and through the appropriate media. | | | | visit your site for a short period of time or only once. |
| Using the Internet for marketing has opened up new | | | | 6a) Direct mail gives the recipient a hard copy that can |
| ways to communicate with your audience but using it | | | | be filed, reviewed at a later date and shared with |
| exclusively is not the answer to a successful | | | | friends and associates. |
| marketing campaign. | | | | Mail plays a vital role with today's consumers. Its |
| The possibilities surrounding the dawn of online | | | | primary function is to help with three household-related |
| marketing does not mean that print is dead. The tools | | | | jobs - browsing for new consumption, managing the |
| used by the new techy consumer are not used by | | | | home and overseeing finances. By making your mail fit |
| every consumer. Print's history of success can not be | | | | more naturally into these jobs - and providing the |
| forgotten. Current research and statistics show that | | | | emotional satisfaction people desire from their mail - |
| direct mail marketing is still effective and remains a | | | | you can reach your target on a richer, deeper, more |
| very effective marketing tool. | | | | meaningful level. |
| According to the Direct Marketing Association's (DMA) | | | | According to research done by the United States |
| 2006 Statistical Fact Book, direct mail marketing is the | | | | Postal Service: |
| medium used by most Marketers. According to the | | | | The Postal Service's Mail Moment research shows |
| DMA, in 2005 more than $54 billion was spent on | | | | that Americans value and look forward to receiving |
| direct mail advertising. That is almost three times the | | | | their mail. The Mail Moment lasts 30 minutes on the |
| number that will be spent on online advertising in 2010. | | | | average and involves consumers bringing their mail into |
| Here are some compelling reasons to use direct mail | | | | their home and sorting, reviewing, and acting upon it. |
| vs. online: | | | | Research also revealed that the two mediums work |
| 1.) There are many consumers who do not have a | | | | together, with consumers using mail catalogs to assist |
| computer and/or have regular access to e-mail and | | | | with online shopping. Typically, people are more "Web |
| remain unsure and don't trust what is on the Internet. | | | | active" when they receive a catalog. |
| 1a.) Everybody does, however, have a mailbox. | | | | -They made 16% more site visits. |
| Although there is a fair share of junk mail received | | | | -They viewed 22% more pages. |
| everyday your piece has a chance to be seen and | | | | -They spent 15% more time at the site.* |
| read. Your challenge is to make it stand out and | | | | To further increase direct marketing's effectiveness, |
| interesting enough to be kept and looked at instead of | | | | marketers should consider postcard campaigns. DMA's |
| being thrown in the 'recycle bin' on the way into the | | | | 2006 results prove that postcards are read more, |
| house. | | | | because they provide a 'quick read' and the greatest |
| 2.) Complaints associated with the Internet include | | | | ROI. In fact, their response rates are higher than |
| downloading software, receiving unwanted ads and/or | | | | newspapers, catalogs, radio and e-mail. |
| pop-up ads, requesting upfront personal information | | | | Postcards ROI is higher by saving Marketers money |
| before you receive what your wanting, issues dealing | | | | and time. |
| with privacy, and the potential of fraud. | | | | -Postage generally runs about 40% of the total |
| 2a.) The consumer who receives a direct mail | | | | expense associated with sending out a direct mail |
| marketing piece has the deciding power if they want | | | | piece so the reduced cost of postage for postcards |
| to do business with you. | | | | creates a great option, |
| 3.) Email spam filters keep marketing messages from | | | | -A printing company that offers a full-service option |
| reaching a target audience, unless the individual is | | | | helps avoid shipping charges, deletes the need for mail |
| already on one of your lists, so marketers can't | | | | houses, and gets the lowest postage rates possible. |
| assume that an e-mail is actually delivered. | | | | There are marketing advantages on the Internet and |
| 3a.) With direct mail, you know that each piece is | | | | direct mail marketing. A Marketer needs to understand |
| delivered with the opportunity to be read. | | | | the strengths and weaknesses of each medium and |
| 4.) Email lists do not necessarily enable the Marketer to | | | | design a marketing campaign using both mediums to |
| send out a broadcast message that reaches their | | | | compliment each other. This will provide the opportunity |
| target audience. Reaching their target audience, | | | | to get your message read by a wider range of your |
| especially their 'niche market' remains a challenge. | | | | target audience. |
| 4a.) Direct mail lists provide Marketers the opportunity | | | | *U.S.P.S. |
| to drill down for information based on customer | | | | |