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Is anyone here still doing direct mail or direct response in

by Kent Hopkins
9 replies
Living in the internet marketing times we are now, I realize a lot of (most) marketers are strictly digital, but I do see some here and there utilizing print media still. My curiousity is that since the ads have thinned out in print through the years, it seems that the focus on your ad would be higher but with far less eyeballs. Is anyone having any luck in print direct response?

How about direct mail? In the past, I used to send out 1k USD per day on postage for my mailers and package fulfilment for several how -to biz op books we sold in the past. Things like how to get paid to go shopping as a mystery shopper, or how to be an independent HUD/FHA tracer program. Of course we had upsells which were the different state listings of people awaiting refunds. Hell that was way back in the late nineties though.


I do have a buddy in Arizona who does a full time 500k per year in sales (ish) selling only through physical mail. No internet presence whatsoever. But his lead capture piece alone is 2500 words!
While I personally think it is not necessary, it works for him. The mail box is emptier than ever so theoretically the mailbox might be the ideal place for a customer to

a) receive your company's message

and

b) to have the ability to retain focus on your mail piece given that they don't have a million other distractions.

Any thoughts would be hugely appreciated. Is it viable? Is it worthwhile? Do you have recent experience with physical direct marketing or direct response?
#direct #mail #response
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  • Profile picture of the author Ryan Tethers
    I know there's still some guys I speak with occasionally that are continuing to see success with Direct Mail. I'm not sure about how viable it will be in the long run though.
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  • Profile picture of the author Jlyn Grace Vee
    Yes, many businesses are still using direct mail and direct response marketing, especially in like real estate, e-commerce, and local services.
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  • Profile picture of the author Web3Frontier
    Print direct response--like ads in magazines or newspapers--still has legs, but it's niche. The reduced ad clutter you mentioned does boost focus; fewer ads mean less competition for attention. Recent stats show print ads can hit a 47% retention rate among readers, way higher than the 17% for digital ads, because people hang onto physical stuff longer. The catch? Eyeballs are indeed down compared to digital--print circulation has shrunk as folks migrate online. But for targeted audiences (think older demographics or local markets), it can still deliver. A buddy of mine ran a small campaign last year for a real estate seminar via local papers--cost him $800, got 15 sign-ups at $200 a pop. Not gangbusters, but a tidy profit. It's viable if your audience still flips pages and you keep costs lean.
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  • Profile picture of the author Kosmalll
    Printed materials can still be effective due to fewer ads, which gives a higher chance of grabbing attention. If the campaign is targeted correctly and the message is compelling, physical mail can be a great tool for attracting customers. While it may be more expensive, a well-organized process can yield good results.
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    • Profile picture of the author Kent Hopkins
      While I won't be spending 30K per month on lead gen ads in national magazines and weekly as well as daily newspapers, as we did back in the 90's, I have been toying with doing a couple test runs. I do not wish to wait for the lead time of the magazines, nor do I feel I would get a fair test from a newspaper due to the lower quality of the lead. I thought I would ask you what type of conversions are you getting on lead gen style ads in your print efforts?

      That's assuming you are running lead gen ads. Or are you renting lists ? I have done both, but we always had the best success with lead gen ads. Then to the eventual sales we would get, we would then piggy back other offers with the order fulfilment to cut the cost of postage for the back end offer.

      What is your current method and what type of success rates are you having?
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      • Profile picture of the author GordonJ
        Consider this a variation of direct mail.

        See, you are talking about getting a message into the home. All well and good and if done right, can be lucrative. Lead gen, customer acquisition costs are a big factor, and it becomes a numbers game.

        Without going into a lot of detail here, we've evolved our print/DM game to the point where letters, postcards, ads of all kinds can NOT compete with something else...

        What? The REFRIGERATOR MAGNET. Once in the home, it stays in the home.

        It is more of a VOLUME business, (singles and doubles) vs home runs of some of remote direct marketing pieces which come with those costs mentioned.

        What does it cost to send the trades an email with an offer for a magnet? What if you help them get those magnets into the home? How many trades, pizza shops, restaurants, are there? Which one would NOT want their ad hanging around for a long time? Most direct mail pieces are an in today, out to the trash tonight things...which makes them very expensive when comparing costs.

        Your old world method, albeit, potentially successful, has a lot of steps, or slop and mess in it. Let alone the conversion strategies once the piece gets in the home.

        Not saying one way is better than another, but just for everyone's consideration, and we do have a lot of years under our belt in the Print and Remote Direct Marketing industries...but we prefer a simple path of least resistance, with an amazing number of prospects.

        I have magnets a decade old on my fridge, because they become a UTILITY, they do something; hold my notes, pics and to do lists.

        Good luck with your efforts.

        GordonJ




        Originally Posted by Kent Hopkins View Post

        While I won't be spending 30K per month on lead gen ads in national magazines and weekly as well as daily newspapers, as we did back in the 90's, I have been toying with doing a couple test runs. I do not wish to wait for the lead time of the magazines, nor do I feel I would get a fair test from a newspaper due to the lower quality of the lead. I thought I would ask you what type of conversions are you getting on lead gen style ads in your print efforts?

        That's assuming you are running lead gen ads. Or are you renting lists ? I have done both, but we always had the best success with lead gen ads. Then to the eventual sales we would get, we would then piggy back other offers with the order fulfilment to cut the cost of postage for the back end offer.

        What is your current method and what type of success rates are you having?
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  • Profile picture of the author Blavksquid
    honestly I still believe in and practice direct mail.
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  • Profile picture of the author Princess Balestra
    I believe this post to be 'bout platforms of possibility.

    Like how Twittah once sang, but now screams itself to death.

    FizzogZuck proffered soulsy commune ... jus' gotta get past the ads an' the destruction of all known hooman moral virtues.

    Why, evin Warrior Forum is an abominayschwaahn beholdin' only to itself!

    This is why it pays to recall how most transmissive media began with guys on horses runnin' shit from A to B.

    (FFS, can you see here my Sagittarian dloosions 'bout how sterfs worked back in senshl histry?)

    (Summa the fkrs evin WALKED or RAN to dullivah their messages by hand. Bandits an' dinosaurs np.)

    Worth considerin', mebbe -- now we gaht bots an' spam' an crap an' shit drainin' the world's resources on a glutsily stoopid ticket -- when personal messages delivered direct to hands pluck 'em off the mat speak of promise before the envelope evin opened.

    Wishes are air.
    Touch is feelable.
    Gotta hook
    beyond the unreelable.*

    * Yeah so I workin' on a noo kinda perfoom cum balm salve product for gals gaht squidos hung down to their frickin' ankles, an' this is like my WIP strapline. Hey, but it is only first daya Spring. Likely I will nail the fkr aftah a few more sleeps.
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  • Profile picture of the author DWolfe
    This week in the mail a local real estate agent sent his postcard of new and sold listings. About a week ago a local Mason, dropped off a clear plastic bag, containing 3 stones and a postcard describing his business. At the end of the driveway. The Mason has been doing this for years. I would say these methods still work and they do get attention.

    That does not include the weekly advertising paper inserts. They must be generating some interest or the Mason and the real estate agent would have stopped by now. It's worth testing out since there is a lot less mail currently. All the Utilities, banks, etc trying to switch people to pay online and go paperless.
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