How Direct Mail Can Kill Your Marketing Campaign
advertising, colateral, direct mailStop for just a moment and think about the last batch of circulars that were stuffed into your mailbox. Did you take the time to look at every last one or did you scoff, roll them up and toss them into the recycle bin? Chances are there was an abundance of colors and pictures and words designed to grab your attention but succeeding in doing nothing more than annoying you.
This is the conundrum that many companies are realizing existing with direct marketing. There are simply too many people focusing on this method of marketing for it to work as well as many think it should. In other words, direct mail can kill your marketing campaign if you are not diversifying your marketing mix with other means such as online marketing, social media, email and tradeshows.
Use direct mail sparingly because the expense can add up quickly and it becomes wasted dollars if aimed at the wrong geographic location. Make sure that you conduct the necessary research to determine whether a flyer, postcard or insert mailer will work best. Knowing when to use direct mail and when to choose another marketing medium can definitely save your entire campaign from disaster.
