Still In Style

I’m fairly certain the study of direct mail would still be my favorite pastime even if I hadn’t grown up as the daughter of the postmaster of Inman, Kan., (pop. 1,194). It’s true that, from an early age, I was as eager to see the newly issued stamp designs as some of my friends were to see the newest fashions. But, as fond as I am of direct mail, I also recognize that, thanks to changing technology, new media opportunities, and exciting possibilities offered by the Internet, direct marketers now face a dilemma: What should we do with direct mail? If you’re already using it, should you continue doing mailings or switch to something more sexy and high-tech? And if you’re not using direct mail because you started on the Web, should you even consider using it at the risk of looking passé? The Direct Mail Advantage While I write copy for e-mail and Web sites as well as direct mail, I remain a strong supporter of the advantages direct mail offers direct marketers. Used appropriately, it’s still a very effective tool for targeting your message to the right audience. Here’s why: Direct mail formats are three-dimensional—even those that don’t mail in a box or tube. Whether you mail catalogs, solos, self-mailers or postcards, your recipient has to hold your mail piece in her hand and make a conscious decision to throw it away. She simply can’t hit delete or push a button on the remote to make your message disappear. Too often, direct marketers underestimate or take this unique quality for granted. What’s more, in spite of all the negative comments about “junk” mail and how wasteful and “un-green” unsolicited mail is, research shows that customers and prospects still look forward to receiving direct mail, especially when it’s appropriately targeted. Direct mail is hand-delivered by a federal employee and it historically has included genuinely important information (bills, birthday cards, checks, communications from the IRS, college acceptance letters, etc.). Consequently, direct mail is perceived as being more personal and important than other advertising. This may change over time, but for now it’s still the case. In fact, strategically sound direct mail is not seen as advertising at all. It’s a welcome communication from a friend, problem-solving partner or trusted supplier. I recently wrote a letter with the copy “A Love Letter from Your Plumber” written in a Johnson box. I can’t imagine this same teaser being nearly as effective if the message were delivered by e-mail. Direct mail also offers the benefit of easier retention and the ability to stand out in the stack of other direct mail messages. (Compare that to a stack of generic-looking, printed-out e-mails.) Not only can a direct mail package be retained for later reference and passed along to a friend or colleague, but also it’s pocket-sized, portable, and can include a product sample or free gift. No downloading, waiting or store visits are required. Plus, it puts the recipient in control of your advertising without annoyance or interruption. An Integrated Strategy Yes, direct mail still has its advantages. But with all the media choices now available for targeting customers and prospects, it’s rare that you’ll find direct mail used in a vacuum. And it shouldn’t be. Instead, direct mail can be a powerful partner—integrated with other media—to do one or more of the following: • Generate Web site traffic. Do more than just mention your URL in your letter or list it with your toll-free number on your postcard. Create an entire mail piece—including the offer—to drive customers and prospects to your Web site. A search engine may get them there, but why not test direct mail? • Direct people to a unique landing page or personalized URLs. Don’t create a mail piece that sends people to your homepage, and expect them to remember how and why they got there. You may lose them and the opportunity to measure response to your original mailing. Use a landing page or personalized URL to tie your offer and customer to your mailing. • Generate store traffic. Even though J. Jill, Chico’s, Gap and Banana Republic have retail stores and use e-mail communications to drive store and Web site traffic, they also use direct mail. You never know which medium will drive your customer to the channel through which he or she makes a transaction. • Make a one-step sale. Even though most solos and self-mailers selling products and services don’t generate mail-in orders, they’re very effective at generating one-step online and phone transactions. • Identify qualified leads. Direct mail is a powerful and personal tool for providing just the right amount of information to get people to raise their hands and say, “I’m interested.” Then you have the choice of following up in person, by phone or e-mail. Make sure to track and compare your direct mail efforts with those done by phone, online and from referrals. In addition to tracking initial response and close rates, make sure to measure and compare the lifetime value of leads from all sources. • Provide ink-on-paper sales messages and product benefits. There still are customer and prospect segments that prefer to receive your message printed on paper and delivered by mail. For these audiences, direct mail is more memorable and can be retained more easily for later decision making. If you are tracking, measuring and analyzing results from all media, all sales channels, you’ll know how much of your business is affected by this. • Support broadcast, space and Web-based advertising. Turn on the TV, then look in your own mailbox and e-mail inbox for examples of how astute marketers integrate media to present a common brand message. A postcard or solo mail piece should be just as effective at communicating your brand as your Web site, TV spots or product packaging. • Provide customers with a choice. Today’s consumer appreciates having choices. When she’s headed to the beach or to the salon, she may take along your catalog to study the details. Or, when’s she sitting with her laptop in an airport, your e-mail may have her undivided attention. You never know—but she does. And choice is good. Yes, choice is good. And that’s why it’s good that you, too, have choices when it comes to how to use direct mail as part of your direct marketing media mix.

Performance Marketing

Still In Style

Pat Friesen

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Pat Friesen