… and why you should ignore it.
I bet you that when I comes to current buzz-phrases jargon “Digital Revolution” beats all else.
People have decided for no good reason that because this one particular medium has indeed changed all our lives it must be the only one to use.
This is piffle.
Marketing is like war – you win or lose depending on how well you deploy your weapons. And if you only have one weapon you will never reach the heights.
Let me tell you about a letter and brochure I put together for a charity this year.
This letter was 6 pages and about the rise and devastating impact of coronavirus.
It got a 12.5% response – in some segments closer to 25%.
It raised £150,000, andGuy Smith (the client’s Marketing Manager) said:
“Drayton Bird Associates helped us achieve a fantastic 12.5% response rate on our Crisis Fund appeal. They worked with us to put this together on extremely short notice, which makes the results all the more impressive. If you’re looking to improve your results, I’d recommend you get in touch with them.”
No email would ever have got results like that barring a miracle.
There are times when direct mail, even though it’s excruciatingly expensive compared to what it once was, does incredibly well.
One reason is – I imagine – that people don’t do it much now so there’s less competition.
Another us that it’s almost impossible to ignore a letter or package coming to your door with your name on it.
You may, as I do, being a lazy disorganised sod, not even look at a letter on the day it arrives. But eventually you’ll get round to it, unlike the countless emails you get every day and immediately delete.
It’s tangible, something you can touch, something you can open.
The text on the envelope makes a huge difference, it must look important enough to not get lost along with the other letters.
Years ago when direct mail was at its peak the average person was getting 5 pieces of direct mail a day. Nowadays you make not even get one.
You may wonder, since it’s such a powerful medium and can be quite complex, how much does it cost to recreate a direct mail pack?
Less than you think – plus whatever it costs, we find it works to an extraordinary degree.
If you want to know more have a look here.
Best,
Drayton
P.S. Know anyone who’d appreciate my Bird Droppings? Tell them to sign up to my mailing list here (dg250.infusionsoft.com/app/form/signup).
