Delivering Results: Why Marketers Are Coming Back to Direct Mail

Jul 20, 2017

A client recently asked me, “Why should I consider including direct mail in my marketing mix? And if I were to use direct mail, how would I track it in a meaningful way?”

You may have asked yourself these very same questions. With the shift to less expensive, metric-rich digital channels, many marketers abandoned mail as a way to reach customers and track engagement.

But marketers are always looking for the most effective ways to break through to media overloaded consumers, which is leading a growing number to revisit direct mail, particularly as part of a multichannel marketing strategy.

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Tags: direct mail, multichannel marketing, email marketing, direct mail marketing, marketing resource management, local marketing, multi-channel marketing

Ensure your direct mail campaigns stand out

Jun 05, 2015


Last week, I shared tips on maximizing print budgets. In a similar vein, this week, I want to share tips on how direct mail campaigns can stand out in your target consumers’ mailboxes. I’ve been fortunate to work with companies for more than 20 years, helping shape and fulfill direct mail campaigns.

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Tags: direct mail marketing

7 Reasons Direct Mail Still Matters

Aug 20, 2013

You know direct mail – you receive it, you use it, and it’s more effective than ever. But why? Why in our era of feature-rich, multimedia, permission-based marketing does direct mail still endure? Why do marketers know in their gut that direct mail is irreplaceable? When we sit down and spell it out, the not-so-obvious answers become obvious.

1. Direct mail is proven. Research shows that typical direct mail response rates are between 3 and 5 percent. Though this seems small, it is still a statistically reliable number for expected response rates and it could be very successful depending on the product or service being sold. For instance, a high-ticket item like a $10K window installation may only require one sale to pay for the entire mailing and then some. In this case, even a 0.5 percent response rate could be very profitable. The key is to determine your desired response rate at the onset so that you can calculate the proper investment and expected ROI.

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Tags: Blog, USPS, direct mail marketing, campaign, mailing list, segmentation, mailing

Holiday Card Campaigns 101 Part 8: How to Execute Your Holiday Campaign

Nov 03, 2011

As the holiday season approaches, the task of sending holiday cards could be looming on your to-do list. The entire process, from list generation, to design, to distribution can be complicated, but with a little preplanning, it doesn’t have to be. This is the eighth blog in a series to help you organize your corporate holiday campaign. Through the series we have been sharing ideas for your campaign, but when it comes time to execute, how do you do it? In this blog you will find a holiday shopping list for capabilities to look for when you purchase fulfillment services for your holiday campaign.

Creative Services

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Tags: Blog, direct mail marketing, Holiday Card Campaign, marketing resource management

Measurable Results With Direct Mailings

Apr 06, 2011

Businesses of any size find it difficult funding marketing initiatives that include direct mailings because of the problematic nature of tracking their success rate. Every organization is expected to defend the costs associated with their departments. Marketing directors no longer get a pass when it comes to direct mail campaigns, but the good news is that new technology can quantify a variety of measurements that help determine the success of their investments.

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Tags: Blog, QR Codes, Marketing Advances, PURL, direct mail marketing

Postcards Don’t Have to be A Time Consuming Part of Your Marketing Strategy

Jan 11, 2011

In the last several blog posts we have talked about how “today’s marketing professionals are faced with an ever expanding marketing mix”(Post #2) and that “effective communication typically includes a cross functional approach”(Post #3). In other words, utilizing multiple channels of communication (direct mail, brochures, flyers, email, text messages, and social media) is more important than ever if you plan to effectively engage your target audience and grow new revenue streams.

Imagine what this means for the organization who has made a commitment to their shareholders to run a highly efficient lean organization. Not to mention, the impact on the marketing professional who is expected to be both an expert in the traditional forms of marketing and the new marketing options invented nearly every day. In today’s fast paced, information driven economy, time has become the scarcest resource – hands down! So finding ways to make the most out of your time and become more effective and efficient, is not only the job of the organization and marketing professional, but also of your service provider.

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Tags: Blog, direct mail marketing, marketing resource management

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