Direct Mail Still Applicable Despite Digital Marketing World | Radical ...

Despite digital world is changing the way of doing marketing, direct mail still a great tool to engage costumers into products and services.

Postal Service officials say that despite living in an era of digital coupons and contact, direct mail is still one of the most cost effective ways for local businesses to reach customers.

Sebrina Brown, a Richmond-based business development specialist with the U.S. Postal Service, shared that message with area business owners during two sessions at the Northside branch of the Jefferson-Madison Regional Library on Tuesday.

The latest offering from the post office is Every Door Direct Mail, a service that?s targeted toward small- and medium-sized businesses that want to reach customers at their doorsteps.

Brown said the main takeaways regarding the new service is that it?s user driven, based on geography, not demographics, and it includes a new web-based tool to help customers choose their areas of focus.

Although certain restrictions apply regarding the size and number of items mailed, in general, customers would pay 14.5 cent per piece.

However, individual mail carrier routes must be saturated ? in other words, every delivery point on the route will receive the item. Since the immediate Charlottesville area has five zip codes, Brown said a business could, in theory, send up to 25,000 pieces per day.

According to an independent review, Brown said, on average, for every $1 spent on direct mail, there?s a return on investment of about $12. Even more impressive, Brown added, is that approximately 75 percent of people who receive direct mail actually read what winds up in their mailboxes.

?Direct mail still is a very good investment for businesses,? Brown said. ?It?s a great way to market. Every touch point ? radio, direct mail, newspapers? is an opportunity for your business to get out in the community and grow.?

Charlottesville postmaster Jeff Lee was among a handful of people to attend one of Tuesday?s two sessions on the new service.

?Everything I?ve seen looks like it?s a good product,? Lee said. ?We?ve always been a good way to advertise house-to-house and this is a good way to break it down into a way that makes the customer happy,?

?The whole intention is to grow businesses,? Lee said. ?When you grow your business, we?ll grow our business and that?s what we?re trying to trying to target with this particular product.?

SOURCE:? Workitcville

Source: http://www.radicalmark.com/blog/?p=183

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