Small Businesses Shouldn't Discount Direct Mail as a Viable Sales Tool
As a small business owner, it's easy to get caught up with online marketing and to forget "the basics" of traditional direct mail. There are a lot of reasons for that - cost being one of the largest! The ease with which you can reach people online, coupled with the reduction in cost (compared to traditional mail), makes online marketing very attractive.
But according to a survey by Vertis Communications recently:
- 72% of adults surveyed said they have replied to direct mail with a 'buy one, get one free' offer in 2006
- An additional 63% said they have responded to direct mail that offered a percentage discount, up from 54% in 2005.
What this proves is that you can't depend on solely one or the other - online or traditional marketing. A good solid marketing plan includes a variety of approaches to appeal to different types of your potential customers. Don't forget "the basics" of traditional direct mail when you are putting your marketing plans together, along with all the great online campaigns you are planning!
Caroline
posted by Caroline Melberg @ 5:06 PM
2 comments
2 Comments:
So true. We have experienced small business owners' reluctance to advertise in the 'real world.' Part of the reason online options are so attractive is the trackibility. It's conforting to know the exact number of people that opened an email or clicked on an ad.
To add some visibility to direct mail, there are unique 800 numbers and PURLs for variable products.
Hi Matt - you are absolutely right - there are creative ways to track response with offline dm just like in the online world - I find a lot of my clients who say that advertising in the "real world" doesn't work are the same ones who have no measurement systems in place to track their success!
Thanks for the post!
Caroline
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