subject: 3 Reasons Why Direct Mail Strategies Do Not Work In Today's Marketing Environment [print this page] 3 Reasons Why Direct Mail Strategies Do Not Work In Today's Marketing Environment
For those of us that may have been in the Direct Marketing Industry for just a few years, we may not have much experience with Direct Mailing or Direct Mailing strategies. When I envision marketing with mailers, I see two maybe three employees spending their day stuffing envelopes, licking them shut, and sending them off to the Post Office. For an individual, maybe the owner of a home based business, I see the whole family sitting at the kitchen table doing the same thing. Direct mail advertising can be very time consuming as well as very expensive. I want to explore 3 reasons why your marketing time and money is better spent elsewhere.
1. The Post Office Is Our Third Choice.
When I have a package or important document to send, I usually look for the closest UPS or FEDEX office. Unfortunately, this leaves the Post office as my third choice. During this latest recession it is hard to think of an institution that has been hit harder than the United States Post Office. When oil hit $140 a barrel a few years ago, it was burning through millions of dollars in order to keep their fleet of mail trucks on the road. That and many other factors saw the price of postage increase several times to the point they could not raise it any higher. I am willing to bet that that cost of running a Direct Mailing campaign increased dramatically also. Direct Mailing services may have found it hard to attract consumers. It is time for a new strategy.
2. Direct Mail Advertisements Get Thrown Out With The Coupons.
When I check the mail at the end of the day, what I usually find are coupon inserts and direct mail from credit card companies. What I do next is sort out what to keep and what to throw out. The coupons and all the Direct Mail go right in the trash or recycling depending on where you live. We have been bombarded with Direct Mail for so long that we most often do not even read the ad. In fact, important mail, such as bank statements can be viewed online and paychecks are most often deposited directly into our checking or saving accounts. If it were not for the coupons and the Direct Mail, we would only have to check our mail when we were expecting something. Direct Mailers need new strategy.
3. The World's Population Relies On The Internet For Most Of Their Needs.
We look for the latest news headlines on the web sites of major news agencies. We stay in contact with our family and friends through email, Facebook, or Twitter. Before we make a purchase, we look online for a review of the product and than more than likely, we buy it online also. The Internet has taken over so many aspects of our lives. If you are currently using Direct Mail in your marketing strategy, an Internet based sales and lead generation system will produce far better. Once in place, it can run completely on autopilot leaving you more time to concentrate on the activities that produce revenue for your business. Weather you are in sales, direct marketing, or any other business, the Internet is and will continue to be the best place to market your products or sericies.
