Direct Mail Advertising is DEAD!

So let me share my views on direct advertising. Things like the ValPak, local coupon magazines and the like. Now I love a good bargain, a coupon (very American!) or marketing pitch to get me to try or buy something new or something I already like. However I found the following list of reasons direct marketing (through mail) is so great. For my non-American friends, the US Postal Service delivers junk mail, and there is little hope to stopping  it! So here is the list (and my take);

  1. You get more “bang for your buck.” Studies show that, on average, every dollar spent on Direct Mail advertising brings in $10 in sales – a return of more than twice that generated by a direct television ad. My take: Unlike online advertising you need to take their word on this. It may be better than a TV ad, but show me how you track your return!
  2. You reach prospects that want to hear from you. More than half of all American households say they would actually like to receive more Direct Mail or would enjoy receiving some. My take: What a waste of paper! Most of my direct mail/ junk mail goes straight in the recycle bin.
  3. Consumers are receptive. Americans spent more than $250 billion in response to Direct Mail in 2002. My take: Do they mean on recycling costs? 😉
  4. Businesses are also receptive. Over $150 billion in Business-to-Business sales was attributed to Direct Mail in 2002. My take: What happened to the other $100 Billion from the last statement?
  5. It’s a powerful revenue building tool. By using Direct Mail to reach out to consumers, businesses can expect sales to increase by more than 7% between now and 2008. My take: Someone needs to update their web site with current stats!
  6. There doesn’t seem to be an end to its potential. In fact, Direct Mail sales reached over $450 billion in 2002. And over the next five years, sales driven by Direct Mail are projected to increase by over $8.5 billion per year. My take: But it was $200 Billion less a second ago…do these people not proof their work?
  7. Over 50% of Direct Mail recipients read it immediately,and of those, over 40% found the information they received useful. After all, you’re reading this right now, aren’t you? My take: Yes and I am laughing at how poorly researched a written it is. It totally put me off using the service on offer!
  8. Direct Mail continues its astounding growth as a profitable advertising medium.In 2002, American Businesses spent over $47 billion on Direct Mail advertising. And for the last 20 years, it’s been growing at a compounded growth rate of more than 6% — an indication of the steadily increasing acceptance of targeted Direct Mail among consumers and businesses. My take: So I think my math is correct, spend $50 Billion make $250 Billion, that is spend a dollar make $5 right? Not the statement from number one! 10 to 1!
  9. Direct Mail works. Perhaps that’s why, in 2002, over 58% of the adult U.S. population placed an order by mail for a product or service. My take: Maybe they are using catalogue mail services as well in the equation.
  10. Everybody has a mailbox! 1 You get more “bang for your buck.”
    Studies show that, on average, every dollar spent on Direct Mail advertising brings in $10 in sales – a return of more than twice that generated by a direct television ad.

    2 You reach prospects that want to hear from you.
    More than half of all American households say they would actually like to receive more Direct Mail or would enjoy receiving some.

    3 Consumers are receptive.
    Americans spent more than $250 billion in response to Direct Mail in 2002.

    4 Businesses are also receptive.
    Over $150 billion in Business-to-Business sales was attributed to Direct Mail in 2002.

    5 It’s a powerful revenue building tool.
    By using Direct Mail to reach out to consumers, businesses can expect sales to increase by more than 7% between now and 2008.

    6 There doesn’t seem to be an end to its potential.
    In fact, Direct Mail sales reached over $450 billion in 2002. And over the next five years, sales driven by Direct Mail are projected to increase by over $8.5 billion per year.

    7 Over 50% of Direct Mail recipients read it immediately,
    and of those, over 40% found the information they received useful.  After all, you’re reading this right now, aren’t you?

    8 Direct Mail continues its astounding growth as a profitable advertising medium.
    In 2002, American Businesses spent over $47 billion on Direct Mail advertising. And for the last 20 years, it’s been growing at a compounded growth rate of more than 6% — an indication of the steadily increasing acceptance of targeted Direct Mail among consumers and businesses.

    9 Direct Mail works.
    Perhaps that’s why, in 2002, over 58% of the adult U.S. population placed an order by mail for a product or service.

    10 Everybody has a mailbox! My take: Most have a recycle bin, fireplace, compost heap or other nifty use for those annoying, tree wasting flyers, magazines and brochures!

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