In many ways, the very fact that you are reading this blog strongly suggests that you have overcome at least one of the damaging direct mail marketing myths: that direct mail marketing is useless, or at least is sufficiently ineffective compared to email marketing to be not worth bothering with.
Whether direct mail marketing for your own company manifests in the sending of letters, postcards, ‘chunky mail’ or brochures, to name just some examples, there are so many ways in which it can be more effective than an email marketing or social media marketing campaign.
Don’t fret about unread direct mail
For example, you might be told that a direct mail campaign just constitutes wasting at least 90 per cent of what you send, with perhaps only 5 per cent of recipients even so much as glancing at your item. But what if just one in every 100 recipients actually purchases from you from that direct mail? That might still represent a pretty profitable campaign.
The truth is, direct mail marketing is a real numbers game, and you’ll just have to accept that most of your direct mail will probably go unread. But it can nonetheless be extremely marketable when you do things right, and nor should you presume that there is a certain percentage conversion rate that you absolutely must hit, for a direct mail campaign to have been worthwhile.
After all, the results that really matter to your direct mail marketing campaign are your ultimate upturn in profits, and even the conversion rate can alter quite drastically from one campaign to the next, depending on such factors as your exact special offer or discount, as well as the presentation of your direct mail. Or maybe you’ve just not targeted the right prospects, or it’s not the right time of year to especially publicise your product or service?
Start from a small scale and work up
You can better predict the statistical success of a larger direct mail campaign, when you first undertake and scrutinise the results of a smaller one. If, for example, 2000 letters are sent out and you get about 20 responses, it’s a fair bet that in the event of 4000 letters being sent in your next campaign, around 40 replies will be recorded.
By experimenting at a smaller scale first, you can also avoid wasting money – and let’s not forget that the necessary design and printing services don’t need to be overly expensive. For an initial campaign, relatively cheap high street services should suffice. Renting relevant mailing lists at first, rather than building up your own from scratch, can also help to avoid wasting precious time on a mailing list and campaign that turn out to be a lost cause.
Don’t be afraid to continually try new things with your initial small scale direct mail marketing campaign, before working up to something bigger – using our other blog posts for inspiration!