Direct Mail your money
I did a quick, very unscientific survey of 25 of my friends. I
asked them to put the mail that they do not open or read in a
specific trash bag. At the end of one week they gave it to me to
be weighed. Guess how much the bag weighed? Remember, most mail
is a fraction of an ounce. 63.4.....not ounces....lbs! Something
is wrong with this picture! That's like 2 1/2 pounds per person
per week! Holy Cow! Also this was a March survey, what if it had
been done in November?
Let's get a grip on this absolute waste of paper, ink, money and
time! There are some common sense points we need to look at here.
Direct mail, at 2-5%, has a totally unacceptable response rate.
Bad will generation must be factored into the cost of marketing
this way. How many people vow never to do business with the
company that sends endless junk mail streams?
The sophistication and alientation of the American consumer will
not support this system for much longer. (Did we learn NOTHING
from the Do Not Call list?)
Moving to e-mail is not the solution! It is much easier for a
person to close an email account than it is to move.
Solutions? Can't think of any? Wait for my next article on April
13th.