We wrote previously about Clipper Magazine’s winning direct-mail postcards, or, as we refer to them, DALs–Detached Address Label postcards. Just a quick reminder as to why this is a great direct-marketing tool that you should consider in your marketing efforts.
DAL postcards allow a client who prefers solo mailing to land in a consumer’s mailbox for approximately 1/3 of the cost associated with other postcard venues. Also, postcard printing and distribution is far more efficient and convenient when you use a reputable direct-mail and printing resource like Clipper Magazine. When you think about it, you could produce postcards in house, then print, stamp and mail them. BUT…it is extremely difficult to contain the costs and keep them low. We already have advanced segmentation and a proven distribution system that works, so postcard printing and distribution is far more complex than you may realize.
We would like to share a good article from Today’s Garden Center as an example of a winning direct-mail strategy and partnership between Clipper Magazine and Stauffer’s of Kissel Hill using full-color DAL postcards.
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When using direct mail, or any marketing tactic, make sure you have an idea of what the Long Term Value of a new customer is, and what is an acceptable cost to acquire these new customers. Some people new to direct marketing use direct mail one time and say it didn’t work for them because the amount of initial sales from new customers didn’t pay for the mailing. Yet if they figured in how much a new customer would spend over the next year or years, they may find out that the effort was hugely successful.
If you are looking for direct mail marketing statistics to plan a successful marketing campaign, two studies are available from the National Mail Order Association, NMOA. They are, the DMA Statistical Fact Book, http://www.nmoa.org/catalog/dma/dma_stats.htm and the Response Rate Trends Report, http://www.nmoa.org/catalog/dma/dma_response.htm