Welcome to Part II of the Marketing Playbook

Ready for more predictions and prognostication on 2016’s highest converting marketing tactics? Well away we go!
Oh, but before I forget… Check out Part I for my two cents on Online Video Marketing – it’s the Year of YouTube!
Now let’s take a look at an old tactic that’s gaining new traction (and raking in BIG $$$) – Direct Mail.

Print is DEAD!

These days digital media D-O-M-I-N-A-T-E-S domains once exclusively controlled by print media. And nowhere is this more evident than in marketing.
Direct mail in particular, a marketing category unto itself and among the most lucrative tools in any marketer’s toolkit, has declined SIGNIFICANTLY since the advent of email marketing. And this shift has led many in the marketing game to declare direct mail obsolete.
But scratch a fingernail in there below the surface a bit, and you’ll discover direct mail is thriving and paying its users huge dividends! More the 80 billion pieces of direct mail are sent annually, generating $700+ billion in revenue. Now that’s a whole lotta cheddar!
With that kind of revenue generating potential, direct mail is definitely a marketing tool worth investigating for your business.

Key Marketing Advantages of Direct Mail

Personalization – Well over 60% of consumers are more likely to respond to personalize marketing (AKA marketing addressed to the recipient by their given name. Seems people like personal attention, huh? Who woulda thunk???). And over 70% of Americans feel direct mail is more personalized thanany digital media format.
Tangibility – It’s easy to dispense with email. Hit the delete key and PRESTO! It’s gone. And nearly 70% of all email marketing messages are deleted prior to opening. Direct mail that lands in your mailbox, however, is a lot tougher to ignore. Which is why 80% of all recipients read or scan direct mail daily.
Effectiveness – Nearly 40% of prospects try a new business for the first time after receiving a piece of direct mail. Definitely response rates that are tough to argue with.
Differentiation – With digital media currently domination the marketing sphere, what better way to stand out than to literally stand apart from the digital realm? Harnessing the power of an old-school print media tactic, like direct mail, definitely sets you apart from today’s “norm.”

A Few Examples of Direct Mail Success

Targeting CMOs With a Simple Postcard
Renowned copywriter and marketing consultant, Bob Bly, one the most successful copywriters in the game, did a direct mail project for a marketing automation software company last year. He sent s simple postcard to a mailing list of Chief Marketing Officers (CMOs) offering info on new marketing automation software.
Average direct mail response rates are 1% – 2%. If a mailer grabs a 3%-4% response rate, the sender is in HOG HEAVEN. Bly’s simple postcard achieved over a 20% response rate.
The difference-maker in Bly’s campaign? A bona fide offer (brochure and consultation on powerful marketing automation software) to a highly targeted list of ideal clients (CMOs interested in streamlining their marketing).
Google Courts Small Business With Direct Mail
We can all agree Google is MARKETING MACHINE. But did you know Google sends every small business with physical location, formal registration (business license or filed DBA) or ranked website a mailer offering an AdWords discounts?
That’s right, the undisputed KINGS of internet marketing rely on direct mail, too. Guess what else? Google AdWords generates an average of $40 billion in annual revenue. In the words of Chris Rock: “God LAWD! Tha’s a whole lotta money!”
The Auto Industry CONVERTS BIG with Direct Mail
The auto industry throws BIG DOLLARS at every form and format of advertising imaginable. From big budget TV commercials to high dollar national radio spots to expensive full page ads in all manner of glossy magazines – automakers are big advertising spenders.
But guess where the auto industry nabs over two-thirds of their (quantifiable) leads? That’s right, direct mail. Promotional mailers promoting sales, discounts, and special financing terms drive a steady stream of traffic to dealerships nationwide.

Three Keys to Direct Mail Success

As a small business, you’re not going to sink the same money into direct mail as corporate big giants. But you don’t have to win big with this medium.
With right strategy, you can launch a direct mail campaign that fits neatly into your budget and generates TONS of new business. Here’s how…
Mail to Highly Targeted Recipients
Highly targeted means you’re not blanketing a huge number of recipients with mailers. It’s too expensive and highly inefficient. Instead, narrow your field.
Have a list of hot prospects, warm leads and former clients? Presumably these parties represent your ideal clients and have a genuine need for your services. That makes them perfect candidates for direct mail, i.e. Highly Targeted.
Craft An Engaging Mailer
Attention Grabbing Intro – Open your mailer with the key benefit your services provides. A headline or opening statement like… “Protect your assets by incorporating.” “Protect your intellectual property with trademarking.” “Save BIG on income tax by taking advantage of new loopholes.”
Make Bona Fide Offer – Whether it be a discount, invitation to request a brochure or additional info, or request a consultation, be sure to make a definite offer that compels the recipient to response.
Close with Strong Call to Action – Make sure your close reiterates your offer and includes specific instructions on how to respond… “Call this number…” “Send an email to…” “Visit this website…”
Keep Production Simple
Likely there aren’t that many recipients on your mailing list. That means your “mailer” can be a simple letter you print your office laser printer. It really doesn’t have to be any more complicated than that.
If you have larger mailing list and don’t have the time or means to handle production yourself, outsourced postcards are good option, too.
You can’t fit as much info on a postcard, so your mailer’s got to be concise and compelling – key benefit opening — definite offer — strong call to action close – to generate a strong response.
And outsourcing costs more, so you’ll have to find the money in you budget. The good news is there are mailing houses that will print, address and mail your postcards for you. Tying up the whole process in a neat little bow!

Why I Use Direct Mail

Once I’ve made initial contact with a prospect, whether by phone, email, or both, direct mail is a strong follow up. Along with my solicitation letter, I throw in a simple tri-fold brochure and a few business cards for good measure. It’s the best way I’ve found to STAND OUT in the prospecting game.

Your Thoughts on Direct Mail?

Have any direct mail success stories to share? If so, swing by my Google+ page and share away!