Direct Mail Is Back

Last week during my IMV15 presentation for “Direct Mail Is Back” we had some questions that we were not able to get to. So we wanted to address them in this blog post. If you have your own questions feel free to reach out and ask them.

Last week, during my IMV15 presentation for “Direct Mail Is Back” we had some questions that we were not able to get to. So we wanted to address them in this blog post. If you have your own questions, feel free to reach out and ask them — or leave them in the comments below!

Here are the questions we didn’t get to:

URLs on the mail piece: We used to be able to use “friendly” URLs, but our webmaster has discouraged it due to the way search engines penalize the site with multiple URLs landing in the site. What kind of URLs do you include?
We create and register a new site for each campaign. That way, the multiple landing pages are not part of our normal website. We do offer links to materials on our regular website to drive traffic there and provide more content. This is sometimes referred to as a microsite.

What would you recommend as a price point for a good direct mail piece as far as expense is concerned?
This is hard, as so much of the cost depends on what you are doing. So, instead of giving you prices that may not reflect what needs to be done, let’s look at what is the cheapest direct mail. That would be a postcard mailing to local recipients all near each other. This gives you the low cost of a card and the low cost of local postage. Specific prices will vary depending on your service area and your provider.

Are there metrics available that demonstrate a significant lift using DM as a precursor to digital follow-up (i.e. email) that justifies the extraordinary increase in costs when using DM?
That can be a challenge, as every list will have a different result. Your best bet is to run a test on your list. Knowing your results from your last campaign, you can then see if you had an increase in response or an increase in purchase amount. Who your recipients are and your offer are going to be major factors in your statistics, and can be dramatically different than a quoted statistic. Here is a case study on adding email to direct mail.

• Where can we learn more about augmented reality in marketing?
Check out these sites for more information on augmented reality:

  1. http://www.dmnews.com/augmented-reality/topic/8147/
  2. http://www.imediaconnection.com/content/35895.asp#multiview
  3. https://www.youtube.com/watch?v=JYd0by0PbNI
  4. https://www.youtube.com/watch?v=vDNzTasuYEw

Augmented reality can be really fun for recipients, as a couple of the above examples show. The cost to start this is very high, but if you do it right, you have the potential to reach many more people than you had on your mail list.

• Are QR codes really utilized much today? I feel like they are outdated already and no one uses them anymore.
It really depends on your audience and your offer. The two states with the most QR Code scans are California and Texas. So if you are mailing there you know that people are open to the idea of scanning a QR code. The best way to know if they are going to work for you is to test them. On your next campaign add the QR code and see what happens.

As direct mail is back in favor with many marketers now, you need to be even more vigilant when creating your direct mail. The only way that direct mail will continue to work is if we as marketers, send direct mail to consumers that is designed well, has a clear call to action and is targeted to the right people. This keeps recipients happy and increases your response rates.

Author: Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

Leave a Reply

Your email address will not be published. Required fields are marked *