Direct mail has been on my radar for two reasons. First, companies I consider prominent in the social media space have been sending direct mail pieces that I couldn’t help but notice. Second, I was recently asked what my thoughts were on direct mail from a dear friend and colleague.
We all know about social media channels like LinkedIn, Facebook and Twitter. For what possible reason, then, would you want to use what many people consider an outdated method of connecting with clients and prospects?
I believe the answer is two fold:
- There is a tremendous amount of noise and chatter out there and it gets louder everyday. So how do you stand out? You try what everyone else is NOT doing and hope to get noticed and heard. One reason to use direct mail is to open an increasingly overlooked communication channel.
- It takes seven times before a potential prospect recognizes you.
Multitouch strategies to connect with prospects and clients work. In planning these campaigns, many Sales and Marketing managers look to online channels to reach customers. Email messages, social media, blogs, newsletters, webinars, and videos are often the first options that come to mind. Search engine marketing is another growing online avenue. Direct mail can be an effective part of a multiple touch strategy. So why not use direct mail as one of those touch points?
Using postal mail is not a new concept on my part. Others have addressed this topic many times before. (A March 2011 MarketingSherpa Report found that about 79% of B2B organizations found direct mail to be either highly effective or somewhat effective marketing tactic.) But now that it’s hit home, as part of my personal experience, I am interested in sharing my reaction and hearing yours.
How effective has direct mail been as part of your outbound prospecting efforts?