When the men and women of Canada Post chose to go on strike, many critics stated that many of those jobs are already obsolete. While that is accurate to a point, the fact remains, that as far as marketing goes, the Internet has yet to replace snail mail when it comes to getting leads or creating new revenue streams.
If you run a business either offline or online and you feel that the postal strike has had no effect on your business, you have a problem.
Everyone these days, from sellers to buyers are resorting to texting and email marketing to get their sales message across. With that being said, the art of sitting down and writing a letter is for the most part, over. However, the act of receiving a letter, still occurs every weekday, and people love getting physical mail now more than ever.
These days it feels as though every website is offering a free report, guide, ebook or other digital info-trinket in exchange for a name and an email.
You see it now in all industries – and as a result, information overload is kicking in. It’s becoming increasingly difficult to make contact with prospects after they’ve initially subscribed to your list because competition for inbox space . No one cares how free your report is, because these days, they forget about it five minutes after signing up.
And this is your ace-in-the-hole – in a world that is becoming ever more reliant on the quick and easy, it’s a return to the old school that will bring in the kind of quality, responsive leads that will put you ahead of your online-only competitors.
Dan Gallapoo, a direct mail marketer, did something for the best customers on his Fitness Atlantic mailing list that you simply can’t do online. He rewarded his top buyers with a designer leather bag, which contained a very exclusive offer to the recipient.
Question – when was the last time a thick, heavy box arrived at your home by Fedex and you just tossed it in the corner and paid it no mind? Dan succeeded in something that is unattainable in email marketing today – he got a 100% open rate and his conversions were well worth the effort.
By employing the use of direct mail to gain more time and attention from existing customers or new leads, you’re pulling the rug out from under the marketer who is struggling to appeal to the consumer who is simultaneously engaged with Facebook, IM, Twitter and watching videos on Youtube.
With direct response advertising, you’re pulling your prospect away from what they’re doing to intercept the package, and, if done right, the contents of your package will involve them all the way to the call-to-action.
Here are a few steps to help you co-ordinate a good mailing.
- Use very bright envelopes. Top mail mavericks such as Ted Nicholas and Paul Hartunian will tell you that Santa-red almost always get opened and are rarely forgotten by the recipient.
- Set aside time to either handwrite the address of your recipient yourself or pay someone to do it. Once again, if your envelope has the personal touch that is a handwritten address, it greatly improves your chances of getting opened.
- Whatever you’re offering (a product for sale, coupons) get to it right away. If it’s coupons, tack them to the head of your letter so that it’s the first thing that appears once the envelope is opened.
Just remember that all consumers want to be treated as individuals and following the formula above gives a classic, yet not so long-lost touch that will prove more rewarding than the average email blast.