Towne AllPoints Direct Marketing & Fulfillment Blog

By Debora Griffith, Towne AllPoints Direct Marketing & Fulfillment

Is Direct Mail Marketing Outdated?

Folks, we are in the age of innovation.  Every business is figuring out how to go digital. We’re talking wunderkinds with iPads and an overuse of Prezi.

While I agree that there is a definite reason for this, I also wonder if we have lost some of the old bag of marketing tools in the process. Right now, tradition is something out of Fiddler on the Roof, and nothing more.

Yet, some of the old business tricks still work.  We need to keep those in mind.  A great example of this is direct marketing.

When was the last time you read a well put-together print ad?  Odds are, not too long ago.  We all may have Facebook, Twitter, Email, etc., but we all check the mail, too.  So do your customers.  Even the ones with iPads.  I promise.

Towne AllPoints has been in this business for more than 60 years.  Long enough to see the exciting changes in the market.  Let’s embrace those changes. Let’s grow and move forward.  However, let’s stick to what has always worked as well.  Direct mail has always worked.

Don’t believe me?  Let me throw down some stats for you.

Did you know that the ROI for print ads in the US is 1,300%? Every year, American advertisers spend a whopping $167 per person BUT they get $2,095 for goods sold, according to this print website.

Doesn’t seem so outdated anymore, does it?

Here’s one more kicker: In a poll on Epsilon, 73% of Americans said they prefer direct mail because they can view it at their convenience.

When they put it that way, the power of direct mail makes a lot of sense, right? There’s something powerful about putting the ad directly into your clients’ hands.

Case in point: Think about Black Friday print ads.  We all have that Aunt who goes every year to buy us all socks.  Where do you think she finds those deals? I’d be willing to bet my next pair of stockings that she got it from a direct mail ad.

Here’s another reason why this approach is a great idea:

Direct mail has an average response rate of 4.4% for business-to-business and business to consumer postings according to the Marketing Institute. Sounds pretty good, right?

Maybe you’ve tried direct mail before.  Maybe these stats seem wrong because of your own experience.  To be honest, a lot of the success of direct mail is just like every other type of ad: how well was it orchestrated?

We can help you with that.

Towne AllPoints knows how to do a great direct mail ad.  We will guide you through creating the perfect mail list and strategy.  We’ve done this for so many businesses.  Did you know we send out 500,000 pieces of mail a day? USPS gave us our own post office!

Bottom line, you need direct mail marketing, and we can make it affordable and effective.

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