Those were for cold leads. If these people knew who we were in the first place, it will have been a different proposition.

Like you said, we could inform them in the first place, probably via email to let them know what is coming.

Believe me. DM campaigns can be a tedious and sometimes, rather thankless process.

If we do multiple follow ups, costs are gonna shoot through the roof.

That is why - at the end of the day - I will still take eDM (for the purpose of selling) anytime.

Of course, when we actually hand over the product, we will personally mail the package over.

Cheers,
Jag

I understand what you mean. Direct Mail is a whole new ball game altogether. In fact you can look up other innovative Direct Mail launches that have been adopted by other companies locally through the local magazine “Marketing”.

Hence the recommendations that I stated in the post, the 1st form was merely adding and improving physical items mailing that customers have already ordered.

For the 2nd form, its for existing digital item customers. You can probably inform the customer that a DM package is coming their way so that it avoids the likelihood of being thrown away as spam.

For the 3rd form, the customer paid for shipping and is expecting something. Just that you are throwing more information and value into it.

Hence in all cases, the prospect/customer knows that they are supposed to look out for something because they are informed. Not too sure about your DM campaign, but was it to cold leads that had no idea they were receiving something? Or an existing customer database? Because I have no experience in the pure DM industry, but merely offering integrated solutions to strengthen existing online businesses.

Very informative write up on Direct Mailers.

I believe in direct mailing. And in fact, I did direct mailing before, sending out to 200 participants to test our sales page - a long and a short one.

The thing about direct mailers is that it is expensive.

Just to send out 200 mailers, we have incur some substantial expenses.

And the results from 200 mailers aren’t enough to give us a statistically significant answer that is conclusive.

Furthermore, it takes time for results to come back. If we want to scale up further, more costs will have been incurred.

Importantly, we cannot measure the open rate. This is a big disadvantage. We cannot actually know whether they even open the letter in the first place.

Putting together a proper mailing package - 1. Envelope, 2. Color printed letter, 3. Brochure and 4. Personalization item, is costly. And time consuming.

I prefer email marketing anytime though. Still, I cannot deny the value of a physical mailer.

Just my 2 cents. =)

Cheers,
Jag