I fondly recall Smell-O-Vision in which American film director John Waters released an enhanced "Odorama" version of his film, Polyester in 1982. Waters included scratch and sniff cards that the audience could use while watching the movie. Each card contained ten numbered spots that were scratched when that number flashed in the bottom right corner of the screen.
The Most Affordable Way to Send Direct Mail
Every Door Direct Mail® (EDDM®) is a service offered by the U.S. Postal Service® which allows individuals and businesses to target mailers to specific neighborhoods as cost-efficiently as possible, all without a mailing list! Simply put, it's a great way to reach more customers, increase revenue, while still keeping costs down.
First, you need to have customer data. Without data, your campaign is just a mail drop. You can start with geography, but the more data you have the greater your customization and the more successful your campaign will be.
With the introduction of Direct Mail 2.0®, the old way of handling direct mailing services is ancient history. With Direct Mail 2.0®, here’s what you get:
There’s no denying that the world we live in is digitally driven. Keeping up with the latest technologies and services is often very difficult. Does this mean that traditional direct mail is no longer of value to your company? You would think that less direct mail is a sure sign that it is no longer an effective means of marketing. But actually it has the potential to be advantageous. If less direct mail is being sent, the mail that is received is more likely to be noticed.
Any small business can use direct mail to spread word about their business and increase its sales. One of the most important things is to identify your target market. Then the next step is to create a direct mail piece with an enticing offer. Based on this offer, you can now measure and track the effectiveness of your mail. Use this information to focus your next direct mail piece and hone in your actual target customer.
Seemingly savvy marketing professionals have been pushing companies to switch advertising channels from direct mail services to digital channels for the last ten years. The benefits of digital communication are clear. Lower cost on email marketing makes it a preferred method for many businesses; however, low cost comes hand in hand with very low conversion rates. Direct mail continues to offer a response rate more than 30 times higher than marketing emails. Direct mailings remain one of the best kept advertising secrets of today.
Measuring Your Return on Investment
The higher cost of direct mail can create budgetary strain on smaller companies, but when you compare the cost per conversion on mailings versus digital mediums or telemarketing campaigns, the choice is clear.