e-dreaming

While many forms of traditional mass media are faltering in cost effectiveness, good old direct mail can still show an excellent return on investment.  The challenge (as in all marketing) is to make sure you're targeting the right audience and that your direct mail device is designed to get and keep attention.

Through the years, most direct mail marketing has (appropriately) acquired the nickname "junk mail."  Whether at home or work, we tend to give a few seconds of attention (or less) to those items in our mailbox that look like junk mail, before tossing them into the trash.  Nonetheless, the majority of direct mail marketing today takes the most recognizable form of "junk mail," i.e. the postcard.  Still, if you've targeted the right folks, your message is clear and concise, the design attracts attention, and there is a clear call to action, even these "junk mail" postcards can work, especially if you have a large distribution and your product or service has a high enough margin.  The main reason postcards are so heavily employed is that they can be produced inexpensively, thus, the advertiser can play the numbers game, and hope for a high enough response rate to make the effort profitable.  However, according to a recent DMA report, the cost per response for these postcards is a whopping $75/each, and the response rate sub-1%.

Nonetheless, I'm convinced that direct mail still has wonderful potential.  A personal letter, or elegant invitation can significantly increase the time and attention (and consequently, response) given by the recipient.  But there are other approaches to direct mail that can show spectacular results... and it almost never includes a postcard. 

We often propose a much more personal, impactful, higher cost per piece approach that we call "nox-your-sox-off."  It's important to acknowledge that producing a low cost per piece device really isn't the objective, rather, a high return on investment is the goal.  So even though a marketing device may be much higher in cost ($10, 20 or even $100/each), if the conversion rate is high enough, you can see significantly higher return on investment than typical postcard-type mailings.  These devices are never mistaken for "junk" and are often kept as collectors items for years.  The key is to be creatively open-minded, and riveted on what will attract and keep the prospective customer's attention. 

While it's tempting to go after the quick (and "easy") sale, the truth is, most businesses survive on sustained, mutually rewarding relationships.  Give it some thought.  Which is more likely to stimulate a lasting relationship? A 10 cent postcard, or a memorable piece that implicitly says "You are important to me!"