The cost of First Class stamp is now 70p.
- Back in 1971, when the UK first went decimal (I remember it well because I was the class dinner money monitor on decimalisation day!), First Class Post cost just 3p.
- As recently as 2005 the cost had only reached 10 times that – at 30p.
- And here we are in 2019 at 23 times that cost.
So, have you noticed how little post you get these days?
Hardly surprising you might say.
There was a time that your letter would be submerged in the mountain of other mail – but now it has the very real chance of it lurking on doormats and reception desks all on its ownsome.
Which is why posted direct mail is such a GREAT opportunity for businesses. Even if it does make you wince a bit.
After all, the old fashioned ways are do definitely still work – don’t get so locked in to new technologies that you abandon traditional methods.
Direct mail has gained bad PR because, over the years, it has gained a reputation of being ‘junk’. Mostly poorly targeted and irrelevant. Which is why, given the current cost, it pays to get super targeted with your approach. You need to research exactly who you are writing to and get VERY clear about the benefit of your product or service – specifically to THEM. Generalisations will never work.
Most businesses don’t get the marriage of audience and message right.
Most businesses don’t follow up on direct mail.
Most businesses don’t get good results.
I have three clients who all use direct mail really powerfully in their business. One works direct with consumers – and he doesn’t even have the luxury of named prospects – where the others are B2B with the objective being appointment setting and relationship building.
What unites them is that they all use ‘lumpy mail’ techniques to get the letter opened (that’s a ‘biggie’), combined with brilliantly written letters (OK, OK – I may have had a hand in that!). Importantly they all get great results.
Useful pointers for direct mail …
- Be clear what outcome you want from the campaign – and write with the sole purpose of achieving it
- Craft your letter – don’t just ‘write it’!
- Make it clear ‘what happens next’ – never finish with an ‘if you’re interested contact me‘ type sign off
- Stand out from the pizza delivery leaflets and bank statements. Make your letter hard to ignore!
- Send 5 at a time, 10 at a time or even 50 – no more than you can realistically follow up. Don’t send 3000!
- Follow up – that means sending more than one thing, picking up the phone, or anything that continues to build the relationship. One hit wonders do NOT work!
So, ask yourself… Could you use direct mail in your business? Are you prepared to invest time getting the message right? And are you prepared to invest some £££s to get a customer?
And if you need help defining what the best strategy is to connect with your potential customers,you really DO need to book in for one of my ButtKicker Focus Calls where I’ll help you get some direction.