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.
Send Out Cards