Fact or Fiction: Busting Direct Mail Myths

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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!  

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