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| (Courtesy of Wikimedia Commons) |
All too often we hear the
proclamation that direct mail is dead. In fact, this statement is a complete
and utter fallacy. The reality is that direct mail marketing is alive,
thriving, and expectedto grow by 1.1% this year. You may have known that, but if you didn’t, you’re
just one of the many who may have heard the myths of direct mail. Well, we’re
here to educate and clear the air. This is your guide to direct mail fact and
fiction.
Myth #1: Self-Mailers Are Guaranteed to Fail
This is indeed a myth.
Self-mailers can bring great success in reaching customers. The key is crafting
an effective piece, which not all marketers know how to do. This is where a professional print company is worth their
weight in gold. They understand that there is a right way and a wrong way to go
about crafting a self-mailer. The right piece incorporate the goldenrules of direct mail and brings results, the wrong piece, well, that’s how
this myth was perpetuated.
Myth #2: Direct Mail Could Never Trump Digital
Incorrect. Sure, digital
marketing pieces have their place, but let’s take a moment to think about how you react to horde of emails in your
inbox each day. Chances are you receive a mass amount of emails promoting this
store or that promotion every single day. And what do we do with the bulk of
them? Send them straight to the trash bin without ever opening them up. In the
onslaught of digital pieces, a well-planned, personal, and eye-catching mailer
comes as a nice reprieve and is far more likely to get a second look. Myth
debunked.
Myth #3: Direct Mail is Old-Fashioned
Just because direct mail a tried
and true marketing tool does not mean that it is an out dated thing of the
past. It’s a long standing tactic because it works. Why would you want to do
away with something that brings results?
The trick to updating this faithful tool is very simple – integrate QR codes,
web, or mobile apps. Boom. Modernized.
See, don’t you feel better now
being able to decipher the fact from the fiction? With your new found knowledge
and the help of an experienced print company,
soon your direct mailers will be bringing in results for your business!
Have you heard any other direct
mail myths? Tell us about them in the comments!
