Where’s the Money? Direct Mail

Even though the economy is continually weighing down many budgets, or perhaps stalling them indefinitely, it has been proven that direct mail is still one of the best ways to bring a solid source of income into a struggling printing shop. In fact, direct mail continues to be one of the strongest components in the printing industry.

The reason for this is simple. While the Internet, social networking media and its various online applications are a great way of contacting clients, it may not be the best way to do so initially. The amount of correspondence and advertisements we receive on a daily basis can be so overwhelming that we may not be inclined to read a solicitation, no matter how well written or flashy. And even if it is read, it may well end up in the trash or someplace just as bad, such as the spam or being filed away and forgotten in someone’s “To Do” e-mail folders. That’s almost as good as it not being read at all.

In other words, the ease we have today of communicating electronically makes a marketing campaign executed solely in that realm less effective, and sometimes it may simply be a waste of time.

Return on Investment

There are no hard and fast numbers on electronic communication from a sales point of view. In fact, tracking sales from advertising of any kind has always been tricky, and even the best estimates by people who have done this for years are typically nothing more than educated guesses.

What is proven, however, is the return on direct mail; particularly when the direct mail piece is tracked in some way, such as through a coupon or special offer.

This proof goes along with the theory that print is not dead because of the Internet and electronic media. Of course it depends on the specific demographic, but when it comes down to it, there is nothing quite as effective as having something in one’s hands. That direct mail piece may end up on a refrigerator or on a desk where it will be viewed many times more than an electronic communication. As we know, presence of mind is everything.

Direct mail is also more effective than its electronic counterparts because of the fact that a large percentage of the public already receives a great deal of electronic communications, particularly bills and general correspondence, so that when something does come in the mail, more attention is paid to it.

Sandy Spero of Burbank, Calif.-based American Direct Mail concurs. According to Spero, there are things she would typically read if they were mailed, such as a catalog, which would automatically end up in the trash when sent via e-mail.

“It’s a different mind set when you’re in front of a computer,” Spero notes. “When I look at my e-mail, I want it to be about business, not a bunch of advertisements.” If this mentality is coming from someone devoted to direct mail and its benefits, one must wonder how it is viewed by the average person.

“For someone who wants to be noticed, for someone who wants to get attention, direct mail is still it,” said Spero.

Intrusive Mail

Spero also said she believes that direct mail is much less intrusive than electronic advertising or telemarketers. “Someone calling while you are cooking or even watching a TV show is intrusive,” noted Spero. “I don’t want to share that time with them. With direct mail, it is there and I can choose to use it when it’s convenient for me.”

Additionally, if someone wants to be removed from a direct mail list, it is a simple, painless procedure.

One Size Fits All

When it comes to generating income for a shop, direct mail is an excellent way to pay the bills. It doesn’t matter if the shop is dedicated to direct mail or offers it as an ancillary service. The benefits can be the same, perhaps just on a different level.

Large shops dedicated to direct mail and fulfilment are often the best for taking on the bigger, more demanding jobs. However, the small printing shop may offer services that the large one can or does not.