Does Direct Mail Marketing Still Work?

The hey day of using mail for direct marketing may have passed, but there are still plenty of businesses who continue to utilize direct mail as part of their marketing and advertising efforts. Does it still reach and attract customers? Should you include direct mail as part of your company's marketing plan? Well, like most elements of marketing and advertising, it all depends...

I advise my clients that everything begins and ends with your target market. It doesn't really matter what other businesses are doing to advertise their products and services--what matters is who your customer base is, where the opportunities for growth are and what's going on with that demographic. This is where market research comes in, as well as developing a good understanding and connection with your customers and your market.

Direct mail pieces do still work. But, it depends on who you are trying to reach. If your marketing demographic is a younger population (teenagers, college-age), or working adults, then direct mail may not be the best way to reach them. You may find you have a better response from web marketing, television (particularly cable) and radio. However, if your target market is the stay-at-home-mother, or retired seniors--then you can still get a decent response from direct mail campaigns.

Besides determining how best to reach your demographic, if you do decide to do direct mail, you'll want to make sure that your advertising stands out amidst the other pieces. Colorful pieces that can be scanned quickly are the norm. Additionally, you may decide to offer a coupon or discount that could provide further incentive for the potential customer to respond. It is a good idea if you are going to do a direct mail piece that there is some "call to action" included--whether that coupon or discount, a contest, or even directing the customer to your website where you will have another chance and another way to share your company's information.