Mythbusting Direct Mail: Dispelling 3 Common Direct Mail Myths

What if we told you that the earth was the center of the universe and not the sun?

What if we said that if you sail your boat far enough you’ll fall off the end of the earth?

You’d probably shake your head, laugh at us, and never take us seriously again – and rightfully so.

We thankfully live in a world where many of the myths people once believed have been disproven in favor of the truth. Myths of course do nothing to advance our endeavors and myths only stifle our efforts.

Well, the same holds true for direct mail. In this post, we will take a look at just three of some of the most common direct mail myths and bust them so we can champion truth and help you succeed in your efforts.

Myth #1: Direct mail is successful when it sells to as many people as possible

Achieving the highest percentage possible in response rates is not the goal - the goal is to maximize profits. Response numbers are tools for analysis and comparison. It's relatively easy to pump up a response rate if all you want is a higher number. Just give away something free. But if your net profit drops then it was never worth it anyway.

Trying to sell to 100% of your list reduces response rates because the message gets diluted in its attempt to be all-inclusive. The most productive mailings talk confidently and directly to the ideal buyer. If that's just 1% of your list, then forget about the other 99%. Sell to the people who want to buy what you're selling.

Want to know more about successful direct mail strategies? Find out all about us here and contact us for more information.

Myth #2: Direct mail has a low ROI

It is true that other marketing channels sometimes provide a higher return on investment (ROI) for a one-time sale, but direct mail provides higher ROI over the long term. Customers acquired through direct mail are often more loyal and have a higher transactional value than those acquired through online advertising or telemarketing. Though the costs for direct mail are often higher than other marketing methods, response rates are also higher, and through testing and optimization, response rates can continuously improve.

Still not convinced? Browse our success stories from some of the leading brands in the world.

Myth #3: Direct mail gets thrown away and takes up space in landfills

The truth is that discarded direct mail represents just 2.4% of municipal solid waste, according to the U.S. Environmental Protection Agency and the recycling recovery rate has grown nearly 700% since 1990. As a result, while direct mail volume in the United States has grown 57% in 15 years, the amount of discarded mail sent to landfills has remained virtually unchanged (2005 Municipal Solid Waste in the United States).

Even better is the fact that we have green printing processes from eco-friendly inks to environmentally friendly paper options. We have made a strong commitment to greater social responsibility. We will continue to do the things that will solidify the future of our planet and as each generation matures, we want to leave something behind that is a great platform from which the next generation will build.

From social to print, we are going to take you places. Contact us to get started today.

The Tray Way is the blog for Tray, experts in the printing, mailing, logistics and promotional products. You can learn more about our capabilities by visiting our website, as well as our Facebook and Twitter pages. For information about the company and its successes, visit www.trayinc.com

The Tray Way: Cross-Channel Marketing - The Interactive PDF

Everyone needs to innovate when it comes to marketing and messaging, but companies that decide to “reinvent the wheel” often risk time, effort and money without necessarily having the ROI at the end. The key to innovative marketing strategies is to embrace it by utilizing what you already have, what your key demographics want and finding practical mechanisms that achieve the desired result. This is the basis for cross-channel marketing.

At Tray, we have always been willing to explore that next level of online marketing and technological advancement. However, as many in our field have learned, it takes the right client. A great example of this was our use of Interactive PDFs.

The Interactive PDF is a platform that brings life to material beyond just what exists on the screen. It can take a catalog or brochure that people have seen thousands of times and make it fresh again. The key is having a client with plenty of content to share (especially visually) and a demographic that skews a bit younger and/or is more inclined to embrace a new technological platform. Luckily we had one right down the road from us in the Major League Lacrosse’s Chesapeake Bayhawks.

The result of our collaboration was a visually appealing, technologically-savvy, digital version of their program. It contained all the same content as their printed programs, as well as other bells-and-whistles, such as video, to help draw fans in. Additionally, it provided one more channel to promote and advertise sponsors of the team and put their brands and logos in front of more potential customers.

The Interactive PDF was a perfect supplement to what the Bayhawks were trying to achieve, and when working in conjunction with the team’s website, printed materials, etc., it offered a new way to present already existing content in an exciting way. Additionally, use of the new platform painted the team and the league as more interactive and advanced, which helped improve its image.

Organizations across different industries can achieve this same success, whether it is through Interactive PDFs or some other platform. However, before you take the plunge, the first step is always to review your existing material with marketing experts and explore how your customers want to be marketed to.

The Tray PML Way is the blog for Tray, experts in the printing, mailing, logistics and promotional products. You can learn more about our capabilities by visiting our website, as well as our Facebook and Twitter pages. For information about the company and its successes, visit www.traypml.com