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Thread: Is direct mail marketing still relevant

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    Default Is direct mail marketing still relevant

    Hello everyone, I own a small boutique and we are hosting a special sale next month. We already do online marketing but this time I am also planning to do something different like mail marketing or flyer distribution. I am already in talks with a direct mail company and have been looking into the type of pamphlets and flyers they have done and it seems really good. I think a colourful and vibrant flyer would definitely catch attention. What are your opinions regarding this? Should I go forward with this? Is there any other ideas that I could use for promotion?

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    I'm direct mail's biggest fan (got to love 3D mail like bank bags and mini trash cans)!!!!

    Now, it's good you know that your direct mail piece has to "catch attention." Obviously, if it doesn't catch attention it'll be in the trash (which is most of the mail).

    The real question is... what is your offer?? What is the reason someone will respond to your direct mail piece? Are you sending to a targeted list or to all the mailboxes within a few mile radius of your business?

    How about your current and past clients, are you marketing to them?
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    If you're local looking to attract local clientele, yes I do think direct mail is one of the things you should utilize.
    Here's a quick confirmation that it must still work:

    I live in Vegas and not far from 3 casinos that aren't on the strip and do both tourists and locals. They obviously have huge marketing budgets, and yet all also send direct mail frequently. Players club stuff, entertainment, restaurant and buffet info. Actually they send booklets every month.

    So if they, who have huge budgets and entire teams for marketing still do it, it must be worth the effort.

    And I'm not on any of their mailing lists. This is a general send and I'm about 2 1/2 miles away.
    Last edited by Harold Mansfield; 01-22-2015 at 07:18 PM.

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    Since you already have an online marketing program, I think direct mailing would complement wonderfully. Ideally you are sending a targeted mailer to your typical clients.
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    In my opinion it is a good idea, especially if you spread it among target audience. If it doesn't look like a cheap ads with acid colours printed on bad-quality paper, it will work.

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    All great points. One thing that I'd suggest is that don't forget to ensure you put proper tracking in place. With online, it's much easier to track conversions, but in case of offline this can become a little tricky. I recently helped a local Jewelry Store with their special one day sale event where in they wanted to use greeting cards. We set up a special RSVP link in the card to track how many people would RSVP to the event. Also we had a lady at the entrance to "register" the visitors so that we could track how many card recipients actually came to the event.

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    Mailing is expensive. Cheaper to pay someone hourly and send them to your desired areas. I do this with my company. We have done this for 15 years with ALL the companies I have purchased. It works!!

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    Quote Originally Posted by cdgbrand View Post
    In my opinion it is a good idea, especially if you spread it among target audience. If it doesn't look like a cheap ads with acid colours printed on bad-quality paper, it will work.
    THIS IS UNTRUE!! We have built our company and survived our company through major expansions across FOUR counties using just PLAIN colored paper and black text. People always want to go crazy! Too much color, pictures, etc, and very little room to get your point across. In many cases, simple, well worded is best.

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    Quote Originally Posted by Timmons View Post
    THIS IS UNTRUE!! We have built our company and survived our company through major expansions across FOUR counties using just PLAIN colored paper and black text. People always want to go crazy! Too much color, pictures, etc, and very little room to get your point across. In many cases, simple, well worded is best.
    Depends on your situation. Just because no color works for you, in your area, for your industry, for your target market, doesn't mean that will work for everyone in every situation. A lot of business owners have to go the extra mile in order to be noticed and compete, and some just want to because that's the presentation that they want for their business.
    Last edited by Harold Mansfield; 01-26-2015 at 10:30 AM.

  10. #10

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    All I can say is, if direct mail is no longer relevant, then why do so many people send me mail?

    I think that various types of customers react to different types of promo. If your target customer can be effectively promoted to using direct mail or flyers, then it's something you should try.

    Don't forget to keep stats so that you can determine what works and what doesn't.

    Good luck!

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