W2W

Women to women business marketing resources, tips, and ideas.

Is direct mail still en vogue?

Over the past few years, I’ve been told direct mail is dead. “It’s a thing of the past.  Social media is the wave of the future.”  Are you still sending direct mailers to your clientele?

My audiology patients are constantly bringing me direct mail pieces that they have received from my competitors.  I love that we have a great relationship and they want me to know what others are doing, but it makes me wonder if I, too, should be sending direct mailers.

Let me know your position on this.  Obviously we need to market in different types of media and maybe direct mail is not dead.  Or not yet, anyway.

 

5 comments for “Is direct mail still en vogue?

  1. January 9, 2014 at 3:28 pm

    Hi Dawn,
    I tried direct mail and it was not successful for me. My understanding is that the response rate is a low percentage. Thanks for the marketing information. Love it!
    Sabrina Gosmire

  2. Dawn Heiman
    January 9, 2014 at 3:44 pm

    I have to admit, I’ve never received something in the mail from a psychologist, but it must be working for dentists!

  3. January 9, 2014 at 8:49 pm

    For the most part, all direct mail flyers and post cards that we receive end up in the recycle bin. That’s not to say that I don’t glance at some of them but that there is hardly anything that I keep because it is of no interest to me. Here in my area north of Houston, TX we receive between 8-10 “free” monthly community style magazines. Supposedly, there is a high readership in the thousands (like 40,000 plus for a couple of them) but in all honesty, if the picture on the front doesn’t entice me to open the magazine, it goes straight to the recycle bin. It’s a waste of precious natural resources – but that’s another post! Actually, I recycle but I don’t go to extremes, I just feel that we get way too many “free” community magazines and that someone out there has sold demographics to people that are very skewed.

    Also, when it comes to receiving some of these direct mail flyers and postcards they’re addressed to a former resident that hasn’t lived here for more than ten years. We suddenly began receiving mail for this person again about eight months ago. So, before you buy a mailing list, you need to know that it is very current. Again, that’s another piece of mail that was recycled for two reasons: 1) it was addressed to a former resident based on 2) that resident’s purchases.

  4. Dawn Heiman
    January 9, 2014 at 9:33 pm

    Excellent points Angela!

  5. January 14, 2014 at 7:27 pm

    We sell a big ticket item, so if we get 2 jobs out of it we do ok. Our return has been related to the size of the ad we place. If your selling something for $50 it you have to get a large return to make it work as most direct mail is at least $250 for a 1/4 page.

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