Why Direct Mail Is So Powerful?

Direct mail is per­haps, one of the most pow­er­ful mar­ket­ing medi­ums in use today. Few oth­er mar­ket­ing tools can deliv­er your mes­sage with exact pre­ci­sion at such a low cost. The amount of mail in your mail­box every­day attests to the effec­tive­ness of this medi­um (If it didn’t work, your mail­box would be emp­ty!).

Rea­son # 1: It works when you’re not
Like the old say­ing goes, “In rain, sleet, or snow” the mail arrives. Whether you’re sleep­ing, vaca­tion­ing, work­ing, or walk­ing, your direct mail is work­ing for you. It gives your best sales pre­sen­ta­tion over and over again with­out you hav­ing to be present.

Rea­son # 2: It lever­ages your efforts
Do you want to know how to waste your time? Give your best sales pre­sen­ta­tion to one per­son at a time. If you do this, you’ll only sell one wid­get at a time. Send out thou­sands of let­ters and your best sales pitch is being pre­sent­ed to thou­sands of peo­ple simul­ta­ne­ous­ly. That’s called “lever­age!”

Rea­son # 3: Allows you to tar­get with pre­ci­sion
Instead of “spray­ing and pray­ing” your mes­sage to peo­ple who may or may not be inter­est­ed or even qual­i­fied to take advan­tage of your offer, direct mail allows you to pin­point the peo­ple who fit your physcho­graph­ic, demo­graph­ic, and geo­graph­ic pro­file.

Rea­son # 4: You get an imme­di­ate respon­se
Once you send out your direct mail piece it doesn’t take long to get a respon­se. With­in one to two weeks you’ll receive about 80 per­cent to 90 per­cent of all those who are going to respond. If your cam­paign works, you’ll know about it quick­ly. If it’s a bomb, you’ll that quick­ly as well.

Rea­son # 5: It’s easy to track your return on invest­ment
If you’re a small busi­ness own­er you can’t afford to waste a sin­gle pen­ny on waste­ful mar­ket­ing. With direct mail mar­ket­ing you can code your mail pieces to deter­mine the exact num­ber of respons­es you received from each cam­paign. And as I said before, the results of your direct mail cam­paign come back fast, so once you know what worked and what didn’t, you can imme­di­ate­ly start to “tweak” your mail piece to increase your respon­se and hold your mar­ket­ing dol­lars account­able.

Rea­son # 6: It’s rel­a­tive­ly inex­pen­sive
With just $.50 (at the time of this writ­ing) you can send out a direct mail piece that includes your full mar­ket­ing mes­sage. It is amaz­ing what you can get into a small busi­ness size envelope and keep under the $.50 lim­it. Pho­tos, news­pa­per arti­cles, let­ters, spe­cial reports, and more can be put in the­se envelopes for under $.50. This means you can reach 100 tar­get prospects for only $50. Com­par­a­tive­ly speak­ing, that’s a bar­gain!

Rea­son # 7: It gets one-on-one atten­tion
One of the best things about direct mail is that it gets one-on-one atten­tion from your tar­get prospect. Unlike bill­boards or radio and tele­vi­sion com­mer­cials that get your atten­tion while two to three oth­er things also have your atten­tion. Direct mail is opened one piece at a time and read one piece at a time. It gives you the best chance of catch­ing your prospect’s atten­tion and keep­ing it for a peri­od of time.

Rea­son # 8: It’s some­thing you can touch and feel-it hangs around
Direct mail is some­thing that you can hold in your hand. It’s not made of elec­trons that can be delet­ed with the twitch of a fin­ger. It’s not a radio fre­quen­cy sig­nal that is here and then gone a moment lat­er. It is phys­i­cal. It is some­thing that can hang around for a peri­od of time. It has “lin­ger­ing” mar­ket­ing effects.

All the­se rea­sons I’ve men­tioned make direct mail a very pow­er­ful mar­ket­ing medi­um that, if done right, can have a very high return on your mar­ket­ing dol­lar.