Companies that use paper direct marketing are on the verge of extinction.
Why?
There are some “motivations” that I hear often:
- It doesn’t work anymore
- It is too expensive
- It is outdated
Interesting… let’s see them…
It doesn’t work anymore
What do you mean with “it doesn’t work anymore”?
Have those who say that paper mailing no longer works ever tried it?
And then, specifically, WHAT did they try?
Did they carry on a direct response marketing action, aimed at obtaining an answer from a specific target? Or (more likely) did they send a beautiful and useless catalogue to 10,000 unprofiled companies, to show how proud they are?
It is too expensive
That’s true. It has production costs: printing, enveloping, franking.
But if you say that it’s “too much”, you should understand what “too much” means.
Too much compared to the zero cost of emails?
Too much compared to advertising on Facebook?
Actually, what counts in direct marketing should be the RETURN, or the COST FOR LEAD, not the generic “cost”.
It’s outdated
Invaded as we are by the ubiquitous web and social media, sending a paper letter seems like a dinosaur thing.
Yet marketing tools don’t have an expiring date like eggs and dairy products.
So, you shouldn’t judge an instrument by age, but by results. And here we go back to the first point and enter into an endless loop.
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What if instead of “motivations” they were just EXCUSES?
To insinuate this doubt, a completely unexpected example can help us.
That speak volumes. And it’s sensational: hold on tight because you’ll be very amazed.
Here it is:
Need more words?
The King of the Web sends paper letters to customers to develop the use of his products.
How come he don’t send emails?
Let’s mediate, meditate…
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