{"id":14291,"date":"2017-06-15T13:39:25","date_gmt":"2017-06-15T17:39:25","guid":{"rendered":"https:\/\/www.mgb2b.com\/blog\/?p=14291"},"modified":"2017-06-23T13:00:40","modified_gmt":"2017-06-23T17:00:40","slug":"putting-your-message-in-the-hands-of-your-audience-a-case-for-direct-mail","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/putting-your-message-in-the-hands-of-your-audience-a-case-for-direct-mail\/","title":{"rendered":"Putting Your Message in the Hands of Your Audience: A Case for Direct Mail"},"content":{"rendered":"

\"using<\/a><\/p>\n

The goal of a marketing campaign is to sell your products or services. But is also should convey\u00a0that your company shares the same core values as your customer. The most impactful companies gain customer trust by providing\u00a0real value to a persons life. So when considering your communication\u00a0tools, don’t\u00a0forget he benefits that traditional\u00a0mail brings to the table.<\/p>\n

Nearly two-thirds of consumers told the United States Postal Service they “value the mail” they receive in their mailbox.* Even millennials\u00a0site paper as more trustworthy than digital\u00a0documents.** There are real benefits to the tried and true vehicle of a well-executed direct mail campaign, even in this digital age. When a consumer gets something tangible in the\u00a0mail, you send a message that\u00a0transcends an email viewed via\u00a0smartphone or desktop.<\/p>\n

First, before the\u00a0the piece is even opened, the consumer assumes they likely agreed to receive it. Second, using direct mail also reflects \u00a0the company has gone the extra mile to print, package, and send the message through the employees of the mail service, as opposed to hitting “send.”\u00a0And last, the consumer can’t simply\u00a0hit delete. They need physically dispose of the piece themselves. And oftentimes the piece lingers on the kitchen counter \u2013 allowing more time for consideration.<\/p>\n

The 40\/40\/20 Rule.<\/h4>\n

The benefits of using direct mail are all real advantages. The\u00a0execution, however, is what\u00a0makes or breaks how effective your direct mail piece is at affecting your bottom line. There are many components to a good direct mail campaign. Ed Mayer, a marketing expert from the sixties, developed a rule called the “40\/40\/20 rule.” It states that the first forty\u00a0percent of your efforts should determine\u00a0your audience. The next forty\u00a0percent should focus on your offer that incentivizes a consumer to action. The last twenty percent should focus\u00a0on the creative details of your piece, such as format, design, copy and structural delivery.<\/p>\n

This tried and true formula for using direct mail worked in the sixties. Like a good pair of blue jeans, it still injects\u00a0value and style to your overall brand even today. In an era where mail is declining,\u00a0there is real opportunity to tell your audience that you want their business enough to make the effort that a direct mail piece represents. Using direct mail goes beyond “hitting send.” It conveys\u00a0that what you have to say is important enough to put it in ink and paper. So when considering your overall marketing campaign, consider using direct mail and show your audience that you value their business to send them\u00a0something tangible.<\/p>\n

 <\/p>\n

*Carrier, Joyce. The Power of Direct Mail. USPS Deliver Magazine, vol. 7 issue 6. Dec. 2011<\/em><\/p>\n

**Millennial Paper Usage and Attitudes, TRU presented at Paper2011 sponsored by the American Forest & Paper Assn. and the National Paper Trade Alliance, March 2011<\/em><\/p>\n

Other credits to Sappi\u00a0Fine Paper North America’s “Act Now” 2013<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The goal of a marketing campaign is to sell your products or services. But is also should convey\u00a0that your company shares the same core values as your customer. The most impactful companies gain customer trust by providing\u00a0real value to a persons life. So when considering your communication\u00a0tools, don’t\u00a0forget he benefits that traditional\u00a0mail brings to the […]<\/p>\n","protected":false},"author":34,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98,101,103],"tags":[190,232,404,139,698],"class_list":["post-14291","post","type-post","status-publish","format-standard","hentry","category-b2b","category-consider-this","category-marketing-strategy-2","tag-b2b-marketing","tag-b2b-marketing-strategy","tag-b2b-marketing-tips","tag-direct-mail","tag-using-direct-mail"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/14291","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=14291"}],"version-history":[{"count":14,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/14291\/revisions"}],"predecessor-version":[{"id":14344,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/14291\/revisions\/14344"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=14291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=14291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=14291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}