Statistics say that only 3% of the mail we receive is personal; I know my mail box is overstuffed with junk mail and bills every single day. Sure the occasional check shows up every now and then – but for the most part the mail we get is worthless and not very interesting and defiantly not personal. I can tell you that I don’t even open some of the mail that screams “I am junk mail”.
Many marketing gurus have been on their soap boxes preaching the gospel of how important is it to put a personal touch in your marketing message that makes your business clients and prospects feel warm and fuzzy. Yet these so called guru’s are missing that mark when it comes to direct mail marketing by not realizing the power of a simple Greeting Card.
I find it amazing how popular Direct Mail Marketing is when the response rates are so poor. The average response rate to a house list was 2.66 percent and a prospect list was even worse with a 1.01 percent response rate based on the 2010 Response Rate Trend Report published by The Direct Marketing Association (DMA).
Old School Marketing Days Are Gone!
Many years ago I too used to get 10,000 postcards printed up, splashed with my marketing message and sales pitch. The results were less than satisfactory not even covering the cost of the mailing most of the time, yet I’d do it all over again the following quarter. I didn’t really get it, but now I understand completely these postcards had no personality and the recipients knew that they were just another name on a junk mail list.
If you are like most, you scan through your daily mail searching for checks or something, anything that looks personal. You push the junk mail to the side and either open it later or in most cases never. A Greeting Card always gets opened; I guarantee it without question, without doubt if you saw a Greeting Card in your pile of mail it would be one of the first pieces of mail you would open.
The next time you are planning a direct mail campaign, try sending out a personalized Greeting Card with no agenda. You will make an impression with your clients and prospects that will make you and your business stand out from the crowd – appreciation wins over self promotion every single time.
Tim Somers
Send Out Cards
Hi Tim,
You make a really good point about making personal contact. That’s really what it’s all about. Thanks for sharing.
.-= Debbie Stevens´s last blog ..We Only Have This Moment- Today =-.
Great point! Adding a personal touch can go along way towards personal branding!
.-= Eddie Espiritu´s last blog ..Start Up Capital – 11 Ideas to Join or Grow a Business =-.
Thank you Debbie and Eddie, it’s worked for me over and over again.
Hey Tim!
Love this video. Short, sweet and to the point. Perfect for marketing purposes.
Cheers,
Mike
Hey Thanks Mike – Just sent you an email to follow up to your questions regarding Send Out Cards.
.-= Tim Somers´s last blog ..Direct Mail Marketing Using Greeting Cards =-.
I had never thought of it like this before but it totally makes sense!
.-= Kevin M.´s last blog ..3 principles for resolving conflicts =-.
Thanks Kevin, glad to be able to give you an angle you haven’t thought of – thanks for stopping by.
Hi Tim,
Love your succinct video and great post. I agree with you, sending personalised greeting cards is a much better way to connect with customers. I’ve found hand written envelopes get opened more often than not too and let’s not forget that we’re more likely to keep and display a great greeting card than some piece of junk mail. It’s all about connections
Best wishes
Joanna
Hi Tim,
Absolutely get where you’re coming from. Greetings cards are a big deal in our house.
Regards,
Andrew
.-= Andrew Sayers´s last blog ..Get Your Mind in Gear =-.
You know, now that you point it out, of course a greeting card will always get opened. I have heard of this before but you offered me the first explanation of how it would work. Great idea!
Carolyn from TSA
.-= Carolyn Blake´s last blog ..MPB Today Review Reveals A Win Win Situation =-.
Whenever I do networking in person, I collect business cards. And then I send each one a snail mail note card.
I try to jot down a couple notes on the back of the business card so I can personalize the note.
Trust me, it works wonders.
.-= Debbie Lattuga´s last blog ..Best Idea for Humanity =-.
Debbie, I always collect cards too – hardly ever give mine out unless asked – I too take notes and reference the conversation in my greeting cards – thanks for stopping by.
.-= Tim Somers´s last blog ..Direct Mail Marketing Using Greeting Cards =-.
Hey Tim, I’ve never used direct mail before but your suggestion of a greeting card makes perfect sense. A question that comes to mind is when sending to a potential customer list what would you say without promoting your opportunity?
Thanks again for the food for thought,
Michael
Michael, thanks for stopping by.
Great Question, every business model may be a bit different –
For me on a first meeting I send a “Nice To Meet You” Card. I have a campaign set to send out a few more cards and even a couple of postcards. Out of the seven cards/postcards only one has a VERY soft sell point highlighted.
The rest are marketing tips, have a great day and motivational cards to keep my name and face in front of them over many months. It’s a slow drip relationship building process that works like a charm – least for me.
.-= Tim Somers´s last blog ..Direct Mail Marketing Using Greeting Cards =-.
Tim, I agree that direct mail is on life support. But what do you mean by a “Personalized” card with “No Agenda”? Are you saying that we send out 2,000 and written cards to our mailing lists? Are you saying we send people a card with a puppy on it with Have a nice day as the title? I think this blog needs part 2.
Cheers!
.-= Gary Young China sourcing´s last blog ..Links for 2010-09-07 delicious =-.
OOOPs. Forgot to watch the video. As I scrolled down to read, I lost sight of it. Went back to watch and it is much clearer now. Still you are talking about established relationships. What about prospecting? Or is direct mail not on life support, but dead?
.-= Gary Young China sourcing´s last blog ..Links for 2010-09-07 delicious =-.
Thanks Tim, great video, also gives me a few pointers. Personalizing a message for a person is important to me, otherwise, why do it. Thanks!
.-= Bill Cowan´s last blog ..Can You Eat Healthy At A Restaurant =-.
Gary, I don’t think “cold carding” would be the best way to prospect, although I have send out timely cards to prospects here and there. An example, I read about a local business owner celebrating 20 years in business – so I sent him congrats card adding him to my database and sending him a few cards here and there – and now he’s a client. You might check out this post http://sendcardsblog.com/a-follow-up-system-to-use-after-a-networking-event
Thanks for stopping by and commenting.
Tim, Wow, you are spot on about the junk mail, and yes I usually am looking for something personal in my mail.
Greeting cards are a great idea, and they really do add a personal touch!
I am not using direct mail marketing right now, but perhaps it’s something that I should consider.
Thanks for the great information!
~Joseph McDevitt
.-= Joseph McDevitt´s last blog ..How To Speed Up Your Laptop Computer =-.
Hi Time,
Great information… You’ve shared a few nuggets that can really boost a person’s business. Thanks so much for sharing some great ideas….
To your continued success,
Robin
.-= Robin van der Merwe´s last blog ..Success Magazine – My Daily Reading Habit =-.
Joseph and Robin, thank you for your comments – it’s true we all over look the power of direct mail in the digital “want it now” era we are in. Direct Mail Marketing can be powerful if used wisely.
Hey Tim,
What a great idea sending out greeting cards to your clients. Just a quick and easy way to let them know you are thinking about them, and that you care.
~ Tim
.-= Tim Colletti´s last blog ..Basic Online Business Techniques For Success =-.
Tim
Great video. My mail used to look like that too! and as a former postal worker junk mail can drive you nuts. Love the idea of a personal note. I get a few after a show or a gig I’ve done and if feels real good!!!
Have a Great Day
Chester
Hi Tim,
You make a really good point. I plan to start using more personal notes in my business.
.-= Melodie Kantner´s last blog ..Are You Thinking About Buying Network Marketing Leads =-.
Thanks Melodie, it has made a huge difference in the growth of my business.
Chester, yikes could not image how much junk mail you have seen. Thanks for stopping by.
Hi Tim, it’s so true that sending cards is a very effective marketing technique. Heck all the big players use this strategy to build a solid business but so many others don’t apply it. I attended a CardsR.us party webinar on Facebook with Terri Stallcop. Even Ann Sieg was there. There’s a replay there somewhere. But anyway I attended so that I could learn more about integration marketing with cards. You could do a search on Facebook and attend to get the word out on your effective marketing relationship builder.
.-= Rick Salas´s last blog ..Marketing Funnel Mastery- How Marketing Funnel Mastery Is The Future Of Online Marketing Training =-.
Great post! This is very revealing and an awesome idea all wrapped up into one post!
A simple greeting card is a great idea! I love it!
.-= Kyle McCauley´s last blog ..Great Source of Free Tools! =-.
Thanks Kyle, simple but so effective and very overlooked as a great tool to build relationships.
Tim,
I love Send out Cards as a way to market, it is so personalized and I love how you can keep a friend by just spreading the love by using direct mail. It is so simple but yet so effective.
Lori
.-= Lori Robertson´s last blog ..Have You Considered Using A Social Media Manager =-.