I read a blog post yesterday declaring the death of direct mail and found my inspiration to write this blog post. I am a firm believer in a multi-channel marketing approach; although direct mail is my business, I also market via my blog, my e-newsletter, Twitter, LinkedIn and old-school face-to-face networking. Examples of failed campaigns can be found without much effort citing just about any marketing medium, including direct mail.
Direct mail is a critical tool that I use to keep my customers & prospects engaged. To demonstrate that direct mail is not in fact dead, I received permission from 2 clients (1 nonprofit and 1 for-profit) to share how direct mail effectively fits into their marketing mix.
Nonprofit Example:
The Edison State College Foundation raises money for local students who would not normally be able to afford their secondary degree or a college education. Edison State College educates many of the first-responders in emergencies including EMS, fire & police in Collier County, Florida. The Foundation uses direct mail as a tool not only to fundraise, but also to educate supporters about how their donations are being used in the local community. Additionally, direct mail is used to invite supporters to key annual foundation events.
Why does direct mail work for the Edison State College Foundation?
• Communication with donors is planned and scheduled on an annual basis
• Direct mail is used not only as a vehicle to raise money for the cause, but it is also used to thank & recognize supporters and to tell compelling stories describing real-life community success stories that are possible only because of the generosity of their supporters
• Donating is made easy by providing direct mail recipients the option to make contributions online or by mail
How do we know this is working?
With “save-the-date” cards & invitations sent via direct mail, 180 supporters attended today’s LIFE Awards luncheon recognizing a distinguished supporter of education in the local community. Contributions to the foundation continue to grow on an annual basis. These successes are happening despite a “soft” economy.
For-profit Example:Florida Realtor, Dustin Beard, uses direct mail to advertise listed properties and sold properties in his target neighborhood. He also starts each Florida “season” by sending his list a complimentary note pad that includes his name and contact information. Dustin has a specifically defined territory that he’s been marketing to consistently for years. Because he maintains a consistent presence in his target area, Dustin is thought of as “the” real estate expert in his defined territory.
Why does direct mail work for Dustin?
• He has a specific, defined target area. He presents himself as a specialist, not a generalist.
• He creates a marketing plan with pre-scheduled drop dates, and he sticks to the plan.
• His touches with his target audience are consistent allowing him to maintain top-of-mind awareness.
How do we know this is working?
This is the 3rd consecutive year that I’ve been working with Dustin, and he continues to invest in direct mail marketing on an annual basis because it generates business for him.
Will people still proclaim the death of direct mail? Absolutely! I hear stories almost every day from people who tell me that direct mail doesn’t work. When digging a little deeper, I find in most cases that these failed direct mail campaigns were “one and done” mailing campaigns sent to a broad and undefined audience. Please subscribe to my e-newsletter or stop back to read my next post titled “Key Ingredients for a Successful Direct Mail Campaign .”
Please share your comments below regarding what has worked and has not worked for you with direct mail campaigns.
