Re: Some Direct Mail Help?
Great questions. I think your instincts about the benefits of direct mail marketing are spot on, and I believe I can help with some of your questions.
In terms of general strategy, direct mail works best as a component of a larger marketing strategy. It’s easier to simply look at what’s shown up in the mail than to go online and begin searching. So a great strategy for direct mail, is to use it as the first touchpoint of a coordinated ad campaign. The direct mailer instructs people to visit a web page, a web page has additional information, and a contact form to fill out. Soon enough, by working along this general structure of the campaign, you should see leads to start rolling in.
And the data seems to back these statements up, as well. The U.S. Postal Service showed a 163 percent revenue lift for websites supported by catalogs, and demonstrated that more than 60 percent of catalog recipients were influenced to visit the featured company’s website. It is a natural progression to receive a mailer and then visit the associated website, illustrating some of what I’ve said above.
In terms of websites to visit for more information, novitex.com is a good one.
If you have any other questions feel free to shoot me a PM, or reach out at peter (dot) Bohjalian (at) novitex (dot) com