photo credit: Arkangel
Apologies to Monty Python with that “run away” thing, but it’s a good example of the talk in some business circles this week.
Once again, I hear people talking of abandoning direct mail. You know, because of the 1 cent postage increase. 1 cent. A 2.4% increase.
Tell me…for 42 cents, where else can you get something delivered to the home or office of a specifically qualified prospect, without running afoul of anti-spam laws, anti-fax laws and so on?
If you aren’t taking the care to segment your mailings and send them only to the most qualified people for your offer, then you deserve to be pouring Forever stamps down the drain. Just remember, you didn’t learn carpet bombing direct mail tactics from me:)
Honestly, I love it when I hear others in my market talk about the “expense of direct mail”, because I know they are cutting back on it, leaving another gap in the market for my clients.
Wendy over at the Wall Street Journal brought up the postage increase this week and asked what businesses were doing about it. Some got it, some didn’t. One commented that the costs could add up. Sure. So can the return, if you know what you’re doing – and testing. And measuring response.
Over at the Huffington Post, a reader pointed out someone making fun of direct mail as an out of style waste of money for political candidates. No question: BAD direct mail is absolutely a waste of money, whether it’s sent by a business or a political campaign. Most political direct mail is horribly done (but not all of it).
However…Done right, direct mail is still incredibly effective, but hey, don’t listen to me, keep thinking about that extra penny.
Somewhere in heaven, Dick Benson must be shaking his head with disdain.