Direct Marketing/Email

Direct Mail has become so popular a tool of marketing and it generates such a lot of unwanted mail that it has become widely known as junk mail. The concept is simple, scientific and successful. While the figures vary with the type of product and market, an experienced professional direct mail company can usually predict with a good deal of accuracy the likely response rate to a given mail out. The following example is fictional so do not depend on it:

Assume that experience shows that a 'free trial' mail out to a list with a particular set of demographic characteristics is pretty sure to get a 1% take-up rate and that a follow up mailing to that group of respondents will result in 3% of them buying the product. This means that if the initial mail out goes to 250,000 people you will get 2,500 responses and from that group you will end up with 75 sales. If the product you are selling is such that selling 75 units covers the cost of the direct mail campaign and leaves you with a profit, then it clearly makes sense to go ahead.

Of course first you have to be convinced that the response rate is likely to be such that the figures will add up to profit and you may not be able to afford direct mail specialists who want to sell you the mailing lists, compose and design the letter/brochure, handle the mail out and charge you money! An online search on 'direct mail' will find you any number of companies offering these services. There are of course reputable companies but you should satisfy yourself that they come well recommended...or you can do the job yourself.

Direct Mail, like so much else in marketing, translates very well to the internet. Because it's direct e-mail, you don't have all the graphic design costs, printing costs, stationery and postage costs. It is possible to buy lists of e-mail addresses of people likely to be interested in your product/service. If you want to maximise your response rate, do some test mailings to part of your list first, note the response rate, make a change and mail again to another section of your list. Trial and error will help you determine what presentation, style and message works best for you.

As you read through the pages of this site you will notice that again and again the Artefact Strategic Marketing Model uses the words focus and relevance. Success hinges on getting the right message to the right people at the right time in the right way. Direct E-Mail campaigns are no different. Use relevant lists. Focus on the benefits of what you are selling. Spamming will rebound on you, there's no doubt about that. But there are lists of people who have been satisfied to accept going on mailing lists, or have signed up to receive newsletters that carry sponsor messages and so on.