In a digital age where email and social media dominate the marketing landscape, direct mail marketing is often dismissed as outdated and ineffective. However, in a recent episode of Sales Pop Online Sales Magazine and Pipeline CRM, host John Golden engages in a compelling discussion with Wilson Zehr, co-founder and CEO of Zairmail and Eastern Oregon Ventures, to debunk this myth. With over 20 years of experience in high tech and telecom, Wilson provides a wealth of knowledge on how direct mail can be a powerful tool in modern marketing. This blog post delves into the key points discussed in the episode, offering actionable advice and expert insights to help marketers harness the potential of direct mail.
The Misconception of Direct Mail
Understanding the Misconception
Wilson Zehr addresses the common belief that direct mail is no longer effective. He argues that this perception is misguided and that direct mail, like any marketing tool, has unique strengths and weaknesses. It should be considered part of a broader marketing strategy rather than a standalone solution.
Unique Advantages of Direct Mail
- Reach: Direct mail can reach every household in the U.S. six days a week, making it a proactive marketing method.
- Tangibility: Unlike digital communications, direct mail provides a physical touchpoint that can create a more lasting impression.
Targeting and Demographics
Precision Targeting
One significant benefit of direct mail is its ability to effectively target specific demographics. Wilson explains that marketers can create highly tailored lists to reach niche audiences precisely.
Examples of Targeting
- Niche Audiences: For instance, marketers can target “Jewish dentists in New Jersey who have purchased a car in the last six months.” This level of targeting is challenging to achieve through email or search engine marketing, where spam filters and other barriers can hinder message delivery.
The Human Touch
Personal Connection
Wilson emphasizes the importance of the human touch in marketing. Direct mail often feels more personal than electronic communication, creating a tangible connection with the recipient.
Value in a Digital World
In a digital world where personal interactions are diminishing, receiving a physical piece of mail can be a refreshing change, making the recipient feel valued and special.
Adapting to Changing Work Habits
Impact of Remote Work
John raises the question of how changing work habits, particularly the shift to remote work, have impacted direct mail marketing. Wilson acknowledges that while reaching B2B clients who are no longer in traditional office settings can be more challenging, many professionals still have administrative resources to handle incoming mail at their offices.
Effectiveness for B2B and B2C
Wilson reassures that direct mail remains effective for both B2B and B2C marketing, as people are generally set up to receive mail at home.
Successful Direct Mail Strategies
Introductory Letter and Follow-Up Call
Wilson shares insights into successful direct mail strategies, particularly in the context of B2B marketing. A common approach involves sending an introductory letter followed by a phone call to warm up the lead. This method transforms a cold call into a warm one, increasing the likelihood of engagement.
Steps for Success
- Send an Introductory Letter: Introduce your product or service.
- Follow-Up Call: Make a follow-up call to discuss the letter and build a connection.
Technology’s Role in Direct Mail
Enhancing Campaigns with Technology
Wilson explains how technology can enhance direct mail campaigns. Zairmail’s platform allows users to upload lists and documents, preview their mailings in real-time, and send them out quickly and cost-effectively.
Streamlining the Process
Streamlining the process makes direct mail more accessible and efficient for marketers, reducing the time and effort required to execute a campaign.
Types of Direct Mail Formats
Various Formats
Wilson outlines the various formats of direct mail that can be utilized, each with its advantages and considerations.
Format Options
- Postcards: Great for immediate impressions but lack privacy.
- Letters: Can include more detailed and confidential information.
- Self-Mailers: Cost-effective and easy to produce.
- Snap Packs: Secure and professional-looking.
Crafting Compelling Offers
Importance of the Offer
Crafting compelling offers is a crucial aspect of successful direct mail campaigns. Wilson emphasizes that the effectiveness of direct mail is driven by three primary criteria: the audience, the offer, and the creative execution.
Key Elements
- Right Audience: Having the right list is paramount.
- Compelling Offer: The offer must resonate with the recipient.
- Creative Execution: The design and messaging should be engaging.
Creative Approaches to Direct Mail
Innovative Campaigns
Wilson shares examples of creative direct mail campaigns he has witnessed over the years. One notable example involved targeting users of black-and-white workstations with an upsell offer for color workstations, which yielded a surprising response rate of over 30%.
Challenging Conventional Wisdom
This highlights the importance of challenging conventional wisdom and understanding the audience’s desires to create impactful campaigns.
Advice for Those Considering Direct Mail
Strategic Planning
As the conversation nears its conclusion, Wilson offers advice for businesses considering direct mail as part of their marketing strategy. He stresses the importance of aligning the marketing mix with the target audience, understanding the value proposition, and ensuring that the distribution channel is appropriate.
Key Considerations
- Align Marketing Mix: Ensure your strategy aligns with your target audience.
- Understand Value Proposition: Clearly communicate the benefits of your product or service.
- Appropriate Distribution Channel: Choose the right format and method for your audience.
Zairmail’s Offerings
Simplifying Direct Mail
Wilson concludes by introducing Zairmail’s services, which provide a fast and easy way to send direct mail. He highlights their new desktop application, Speedy, which allows users to send individual letters without the hassle of finding stamps or envelopes.
Making Direct Mail Accessible
This innovation aims to simplify the direct mail process for users, making it more accessible than ever.
Conclusion
In summary, this episode challenges the notion that direct mail is outdated, presenting it as a relevant and effective marketing tool. Wilson Zehr’s insights into targeting, personalization, and technology integration into direct mail campaigns provide valuable guidance for marketers looking to leverage this medium in today’s digital landscape. By understanding the unique advantages of direct mail and implementing strategic, creative approaches, businesses can achieve significant results and connect with their audience meaningfully.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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