Marcom Services
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Direct Response Copywriter
Why Direct Mail Matters In the Internet Age
Blogs... Social media... Web 2.0... SEO... Mobile marketing. The terms are all the buzz these days. Media pundits claim these methods are virtually the "be all and end all" of modern marketing.
So why bother with direct mail? It's yesterday's news, right? Nobody reads "snail mail." Why would they? We've all got email. And online marketing is cheap. Why pay for production, printing, and postage?
Come on, really... why on earth would you bother with direct mail marketing like sales letters, postcards and self-mailers? What are you? A dinosaur?
Well, not so fast. Before you buy into these claims by the so-called "experts," consider the disadvantages of internet marketing methods...
So why bother with direct mail? It's yesterday's news, right? Nobody reads "snail mail." Why would they? We've all got email. And online marketing is cheap. Why pay for production, printing, and postage?
Come on, really... why on earth would you bother with direct mail marketing like sales letters, postcards and self-mailers? What are you? A dinosaur?
Well, not so fast. Before you buy into these claims by the so-called "experts," consider the disadvantages of internet marketing methods...
n Search Engine Optimization: It could takes months before you see results. And there's no guarantee your SEO will deliver high rankings in search engines.
n Pay Per Click: If you you're not skilled in the technology, it can become expensive. It doesn't have the credibility of organic search results. And it may be difficult to land on top pages in competitive keyword categories.
n Blogging and social media: Difficult to measure effectiveness. It can be hit and miss reaching your target audience. Time intensive. It's hard to generate qualified leads quickly.
n Email Marketing: Saturation, spam, and deliverability issues have dampened the enthusiasm for this marketing method.
n Pay Per Click: If you you're not skilled in the technology, it can become expensive. It doesn't have the credibility of organic search results. And it may be difficult to land on top pages in competitive keyword categories.
n Blogging and social media: Difficult to measure effectiveness. It can be hit and miss reaching your target audience. Time intensive. It's hard to generate qualified leads quickly.
n Email Marketing: Saturation, spam, and deliverability issues have dampened the enthusiasm for this marketing method.
I'm not saying internet marketing methods are ineffective. I've used them all. And I recommend them where appropriate. But more traditional marketing won't be replaced anytime soon.
In fact, a recent article published by the highly regarded Wharton School of Business revealed many marketers are getting better response with direct mail than internet marketing. The reasons given include online methods such as email are impersonal and cost nothing to write. So people don't value web communication like they do tangible items like sales letters.
In fact, a recent article published by the highly regarded Wharton School of Business revealed many marketers are getting better response with direct mail than internet marketing. The reasons given include online methods such as email are impersonal and cost nothing to write. So people don't value web communication like they do tangible items like sales letters.
Direct Mail Marketing 2.0 - The Technology Changes, But The Medium Still Delivers Results
With advances in printing and database technology, direct mail offers incredible flexibility for personalization and precision in targeting customers.
And there's plenty more proof to show direct mail is powerful and valued by marketers...
And there's plenty more proof to show direct mail is powerful and valued by marketers...
n According to Marketing Sherpa's 2008-09 Business Technology Marketing Benchmark Guide: "Tactics like direct mail are going to be vitally important for the foreseeable future."
n Research published by the strategic consulting firm Winterberry Group shows direct mail spending jumped 18.2% from 2004 to 2007. If direct mail did not work, marketers would not be spending money on it.
n In an article that appeared in BtoB's 2008 Lead Generation Guide, the CEO of a direct marketing agency reported his own data showed prospects who respond to direct mail are 10% to 20% more likely to convert to a qualified lead compared to online prospects. And he also reported that direct mail lead costs were 5% to 15% less than web marketing leads.
n Research published by the strategic consulting firm Winterberry Group shows direct mail spending jumped 18.2% from 2004 to 2007. If direct mail did not work, marketers would not be spending money on it.
n In an article that appeared in BtoB's 2008 Lead Generation Guide, the CEO of a direct marketing agency reported his own data showed prospects who respond to direct mail are 10% to 20% more likely to convert to a qualified lead compared to online prospects. And he also reported that direct mail lead costs were 5% to 15% less than web marketing leads.
Direct Response Copywriting For B2B
When you need a direct response copywriter who understands B2B products and lead generation, contact me. I can also show you cost effective ways to use direct mail to support your internet marketing initiatives. To get things rolling as quickly as possible,
use my project information form.
use my project information form.
n Sales letters
n Direct mail packages
n Self mailers
n Direct mail packages
n Self mailers
n Postcards
n Catalogs
n Insert media
n Catalogs
n Insert media
Read my articles on direct response copywriting:
n Why Can't These People Write Persuasive Sales Letters?
n Copywriting With Proof, Picture, Emotion And Solution
n Why Can't These People Write Persuasive Sales Letters?
n Copywriting With Proof, Picture, Emotion And Solution
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