Mail shots, mail shots, does anyone do mail shots?
Discussion
classicyanktanks said:
Coming from an ad man mail shots don’t work.
They piss people off and get thrown in the bin.
What are you looking to achieve?
I'd totally disagree that any form of marketing communication 'doesn't work'. There are too many variables; audience, messaging, price, quantity, frequency etc.They piss people off and get thrown in the bin.
What are you looking to achieve?
If he's sending 300 initial contact letters about a low cost product to randoms I'd agree he'll find it difficult. But he could be sending follow ups to existing customers or a newsletter to a club he's a member of where the response might be quite different.
Most people would say 'leaflets don't work'- old hat, annoying, cheap and nasty etc. But I'm involved with a business which pretty much only does leaflet drops, because for their particular service they do work. Much more than any social media ever would. Horses for courses.
We don’t know who or what hes trying to achieve yet.
It is however a fact direct mail is a needle in a haystack and pisses people off approach.
There’s a lot better methods to advertise your business / services than putting unsolicited bits of mail through someone’s letterbox.
The likes of dell used to spend millions on direct mail but they’ve cut it out as it doesn’t work.
It is however a fact direct mail is a needle in a haystack and pisses people off approach.
There’s a lot better methods to advertise your business / services than putting unsolicited bits of mail through someone’s letterbox.
The likes of dell used to spend millions on direct mail but they’ve cut it out as it doesn’t work.
People are always saying leaflets, emails, direct mail, etc. do not work any more but it mostly fails through poor execution. For DM its usually poor data, poor messaging in the mailer and poor understanding of ROI. DM can work better than ever in many sectors but in some the ROI simply won’t ever be there.
People have moved to digital marketing for obvious reasons but that leaves big gaps in non digital marketing competition. For example, instead of getting 5 direct mailings a day you now get none. If you send a direct mailer now it’ll stand out far more than it ever did in the past.
Mailers don’t piss people off. People are used to being marketed to and unless you send them really ridiculous amounts you won’t find any detrimental impact on your brand.
People have moved to digital marketing for obvious reasons but that leaves big gaps in non digital marketing competition. For example, instead of getting 5 direct mailings a day you now get none. If you send a direct mailer now it’ll stand out far more than it ever did in the past.
Mailers don’t piss people off. People are used to being marketed to and unless you send them really ridiculous amounts you won’t find any detrimental impact on your brand.
Like any form of advertising - get the message right - make it relevant and interesting - have a reason to act - get it in front of the right people - and it works... those who claim xyz form of marketing / advertising doesn't work usually mean that their pile it up high / saturate the market with their message isn't working as well as it used to - but there is good reason for that, too much marketing / more cynical markets / etc. - but get it right and it can be very powerful...
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