By: Cindy Sims

In this age of technology…

Of email marketing, websites, blogs, banners, prospecting, customer retention via online clubs, and more … how is it that direct mail still seems to work? As complex as it may sound, this question is relatively easy to answer.

   · It’s “directed” to the market or buyer most likely to respond.

   · It’s less intrusive. You can look at it when you have time, and respond at your convenience.

   · And finally, believe it or not — not everyone is on the computer all day. Not everyone purchases on the computer. Not everyone emails.

Direct mail remains an effective channel to market your product or service because:

   1. You can create offers that will be beneficial to the customer or prospect.

   2. You can limit the length of time the offer’s available, allowing you to track response.

   3. You can build an ongoing relationship with the customer simply by being in front of them.

   4. The customer will feel like you know them, and thus will be more likely to buy what you’re selling.

   5. It’s measurable, demonstrating exact ROI per dollar spent.

Many in the advanced technology world will say that direct mail is a dinosaur when in fact, it remains one of the most effective marketing tactics used by marketers today.

A few rules 

Direct mail can be a great tool if it is done right. That means your mailings are carefully targeted; your list is clean, concise and correct; you build a continuity of contact by mailing more than once; and the message/offer are so personalized and relevant to recipients that they feel you understand their needs.

Direct mail is most effective when used in tandem with other channels for a cumulative effect. For example, after a direct mail piece is out, follow it up with an email, a second package, or other type of contact that supports and builds upon the first mailing. Research shows that this approach works. In fact, one study demonstrated that consumers were not only more likely to buy after receiving a direct mail package, but spending increased by almost 70% — especially when the mailing was offer-driven. In addition, website traffic was boosted by 22% after receiving a direct mail piece.

Make a plan

Consumers — in other words, your buyers — are still looking at direct mail. It continues to grab their attention and they respond. When developing a direct mail campaign – think about it from all angles. What does it need to do?  What is the budget, and can you do what you want with what you have to spend?  Should you test initially and then roll it out? When it does not bring in the numbers you were hoping, what do you do next?

Direct mail: Dynamo or Dinosaur?

You decide! 

About BKV
Established in 1981, BKV is a direct marketing and interactive agency specializing in helping marketers meet business goals with strategies that generate leads, convert those leads into sales and finally, into established and loyal relationships. The company uses a combination of traditional and digital media along with high performance creative and strategies that ensure we're driving response while measurably growing clients’ brands and sales. With offices in Atlanta and Kansas City, BKV serves local, national and international clients and is a member of the ICOM Agency Network, a professional association of marketing and advertising agencies from all over the world. Want more information? Visit BKV.com or