The marketplace is being flooded with information on all kinds of companies, products and services. In any given week the average person receives up to three feet of business mail, three pounds of home mail and over 300 emails. There are more than enough ways to market your message, the trick is to find the most successful way that is currently working.
Many factors go into making one form of marketing more successful than the others and with the economy and technology; cost and distribution come into play even more. On the technology side – first there was MySpace, then Facebook, Blogging, Texting and now Twitter. Marketers are constantly scrambling to get on board the latest information fad, “hit what’s hot”. The problem with this is you can not target your core audience, it’s more of a machine gun approach and there is no discernable way to measure ROI.
USA Today recently reported that as many people finding “Twittering” as a useful tool an equal amount were already growing tired of the process. Are you twittering away your market potential? Below is a brief analysis of the good old fashion marketing technique of using the postal system.
Marketing by Mail
A Comparative Analysis
Getting the attention of prospective buyers and persuading current customers to invest more in your company can be a steep uphill battle. How are you going to get your message to stand out?
Not an easy thing to do with all of the “noise” being sent out on a weekly basis. Getting through the noise can be the difference between rising sales or sinking profits. With attitudes changing daily on what is acceptable and appealing this can be a difficult decision. Below is a comparative example between three distinct styles of marketing – all using the mail or parcel post.
Std Direct Mail VDP Mail
Postcards Variable Data Printing
Costs Associated with Mailing Costs Associated with Mailing
$50,000 Budget $50,000 Budget
34,000 Postcards Sent 17,850 Postcards Sent
$1.47 cost per card/mailing $2.80 cost per card/mailing
3% Avg Response Rate 8% Avg Response Rate
1020 Leads 1428 Leads
Dimensional Mailing
Item w/Call to Action
Costs Associated with Product/Mailing
$50,000 Budget
5,000 Pieces Sent
$10.00 cost per card/mailing
37% Avg Response Rate
1850 Leads
Call to Action ROI over 40%
Prospect to Client Time Increase 57%
With a dimensional mail piece you may send out to less suspects but the Return on Investment Rate more than doubles your ability to grab attention. With the proper incentive item and marketing message you can grab sales in sectors and areas you never have before. Incentives provide an over 50% recall rate along with greater than 30% favoritism to the company providing the item.
Increase your next marketing action with a dimensional mailing and discover the results for yourself.
(figures provided by Paradign Partners and PPAI)
2 responses so far ↓
jboxer // April 2, 2009 at 11:16 pm |
I like your post here and love the statistics. What people have to realize that direct response still works, but you have to know what your looking to accomplish. In the above examples I see those leads but are you converting those leads? You could generate 1000 leads but if only 10 of those convert to sales and your product only sells for $100, thats not such a good investment of your $50,000. Learn to prospect before you market. Its all about Converting as there is no ROI without it.
Anchor Your Marketing // April 3, 2009 at 12:19 am |
I was going to add those statistics but thought they would make a great post for later when comparing other marketing strategies. Thanks for the comments.