I tweeted the article in agreement that, whilst fewer businesses are using the more traditional direct marketing methods, they could still achieve excellent results if they included them as part of their marketing mix. If the message is relevant and targeted, a well designed piece of direct marketing can also translate perfectly online.
The most effective marketing plan is likely to cover different types of media to communicate specific business propositions and messages and Direct Marketing still has its’ place as a tangible representation of your product or service.
Still considered as one of the cheapest, yet most effective ways to create customers, Direct Mail generates a response rate of around 4%, whilst the cost per lead is generally the same or comparable to the cost of email marketing. Customers created through direct mail are also more likely to perform repeat business.
Direct Mail is a great medium to drive your customers online to purchase your product or service, with the added benefit of tracking sales and collecting data through simple coding methods such as a promo code or a QR (quick response) code.
Promotional products are also still a very popular medium for businesses to gain brand recognition. Physical items such as pens, calendars and sticky memo pads, printed with your logo and web address, are great reminders for potential customers who might have a need for your products or services; easily able to recall your business whilst sitting at their desk!
Even better results can be achieved by including some of these traditional methods in your marketing mix, especially as fewer businesses are using them you stand a better chance of being noticed.
Old fashioned, or just under-used, direct marketing will never die!