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There are many opportunities out there. One just has to look to find them. One such opportunity is Direct Mail. Yes, the mail volumes are lower then they were a year ago. Yes, they are lower then they have been for years. Yes, people are watching their spending in all area of marketing, including Direct Mail. Yes, this is a great opportunity!
Great opportunity you say? With less mail there is less clutter in the mail box. That means more attention will be placed on your message, your offer and your business by the recipient. Yes, a great opportunity for those who seize it.
Anytime an advantage can be had from targeting your market with a vehicle that is being underutilized due to slow market conditions, take it. I'm making a distinction here, marketing message vehicle (direct mail) and your targeted segment. This means, pay close attention to your list (your targeted segment), your message (and offer) and the format of the direct mail package. Very often, one or more of these gets overlooked or not looked at close enough. The success of your program depends on it.
Much of the mail that is noton our mailboxes are credit card offers and other financial promotions. That volume of mail has shrunk considerably as the bad economy presses on and loan money stays tight. There are also a lot of companies that have lowered their marketing budgets so much, that they are doing little to promote themselves; thus losing out on many opportunities to maintain and even grow their business. Take a look for yourself and you'll see (well, won't see) what I'm talking about. Because of this, your standard mail package will have less competition in the mailbox. However, don't just stick with the "standard mail package".
Consider formats other then the #10 envelope. Options such as: 6" x 9" or self-mailers up to 6 1/8" x 11 1/4" are good alternatives to the regular #10 envelope. Consult your partner in the direct mail services industry for options that will get your mail noticed, opened and responded to.
Take advantage of this opportunity and stay focused!
