Monday, June 23rd, 2008
“1″ is the loneliest number and the MOST Effective!
While many media channel venues are effective, Direct Mail still stands out as the leader in response versus cost. Email campaigns may be less expensive, but there is a great percentage of your target market that may not even see the email due to spam filters, deletions based on a single header line, no obtainable email address or the ever-changing of the recipient’s email address. Magazines and Newspapers may be read by a large group, but may not reach your specific prospect or quite often your ads are passed over quickly by the viewer in lieu of reading the articles, which is their intended use of the magazine or newspaper. Radio and TV reaches a wide audience but has a weak staying presence because there is nothing tangible to review at the time when decision making is being done.
Although these media channels may enhance brand recognition or re-enforcement of your message, Direct Mail is still the forerunner in producing the desired results. Email, magazine and newspaper ads, TV or radio advertising in conjunction with a direct mail campaign can boost response, but as a stand alone product they simply don’t have the same impact. With direct mail, you can get your message directly into the hands of the prospects you want to see it. Direct Mail is always delivered directly into your target audience’s hands, and is unencumbered by other information – except the message you are conveying! With Direct Mail, your target audience sees your message and yours alone. You are talking to them directly instead of collectively with other advertisers.
Direct Mail has added advantages that includes keeping the mail piece for future reference, used to assist in locating or sending the recipient to a website for more information, or shared with others who might be interested in the same product. “See Bigger Yields with Mail” is based on a multi-channel Direct Mail research study of financial services that was conducted by comScore Networks and commissioned by the U.S. Postal Service®. This study revealed that Direct Mail, as a media channel, offers many distinct benefits to marketers, including privacy and security, staying power and pass-along value, vast creative possibilities, and a welcomed media format.
Direct Mail has more reachability, has a direct message of interest to a targeted market, and requires the recipient to at least scan and view the contents for direct importance to them as part of reviewing their daily important mail of bills, refunds, announcements or personal correspondence. It requires taking a longer and closer look at the materials provided as opposed to emails from unknown sources, radio or TV ads, or magazine & newspaper ads. NO other media channel has this same requirement or impact on its readership.
NOW is the time for ACTION. Staying strong during a down economy requires staying strong with your message and making your organization a forerunner in the market! Reaching your clients or prospective clients on a ONE-to-ONE basis through Direct Mail will keep you ahead of the competition. “1″ may be the loneliest number, but it is also the most effective in marketing.
International Mailing Services, Inc.