The History Of Direct Mail In Rockville
Direct mail is the process of sending personalized letters to the target market. This is done for selling goods or promoting name-brand products through direct mail in Rockville. Companies will earn their profit when the goods are sold or receive donations for the products or services they are providing.
Why direct mail campaigns are still effective in this digital age
Direct mail campaigns still work because they are persuasive. Mail is personal. If one sends something that looks like junk mail, one might assume that it’s junk mail and throw it away. Mail that is addressed to one, on the other hand, is personal. It’s coming from someone one knows. Someone knows it has their attention. Mail is tangible. Direct mail-in Rockville can hold it in their hands. One can touch it. One can see it. One can feel its weight. One may have heard people complain that email is impersonal.
Well, email is impersonal if the recipient does not act on his initiative. In direct mail campaigns, the recipient has to do most of the work. It’s his job to decide what to do with the piece of mail he receives. If he wants to read it, he does. If he doesn’t, he throws it away. Mail is memorable. A piece of junk mail will usually go in one’s trash. A piece of direct mail, on the other hand, will probably end up in a folder, or on a table, or in some other place where the recipient will read it. And, if the recipient does read it, he will remember what the mail said. Mail is cheap. A direct mail campaign that reaches many people costs very little, relative to the benefit it brings one.
Mail is familiar. If one works in an office, one often receives mail from companies one had never heard of. To most people, those pieces of mail are junk mail. But mail that comes in a recognizable form is more likely to get their attention.
Using direct mail for lead generation
Some people believe that direct mail is dead. But direct mail is far from extinct, and it’s still the best lead generation tool we have. In 1996, direct mail accounted for 12% of personal income in the United States. That’s still more than all “other” categories combined. Total direct mail advertising spending in the United States was $45 billion in 1996. In other words, every American household received at least 3.7 pieces of direct mail that year. And 53% of those pieces were sent by businesses. Direct mail is a lousy way of selling to businesses. Businesses have little trouble ignoring it. But it does an excellent job of generating leads.
The conventional wisdom is that direct mail only works for products where the timing is right. That is why it is mostly used for selling houses or vacations, or credit cards. But it’s no less effective for selling books, software, or business plans. The reason is timing. If one sends a request for information to an email address or a website, one only reaches people who are already interested in what one has to say. But direct mail reaches people who are genuinely interested. The conventional wisdom says that direct mail doesn’t work in the Internet world. But nothing could be further from the truth.
The Internet makes direct mail less expensive, faster, and more targeted. It also makes direct mail an indispensable marketing tool. Direct mail is always personal. One put a name and a street address on their envelope, and their recipient knows one by sight. This makes direct mail much more effective than other kinds of advertising. Direct mail is inexpensive. Every letter costs only a few cents to print, stamp, and mail, which doesn’t include a mailing list.