“I’m like most people…The mail comes and I sit in front of the trash can and dump most of it. But every so often there’s a gem in there that I’m interested in. That’s the value of direct mail.” This is a quote from the co-owner of a direct marketing firm in Los Angeles, CA from the Los Angeles Times. Her company mails about 12 million pieces per month, a 40% decrease since last year.

Some people think less “junk mail” is a good thing, but what about all of the direct mail companies or the businesses who can’t afford to send marketing pieces anymore? These are not positive side effects of less direct mail getting sent out.
In this economic climate, businesses have to be smart with their marketing dollars. Direct mail is still an effective way to reach customers and what’s better is you can target customers through a demographically filtered list. But, the real question is, how to you send out those “gems”-the pieces that actually make recipients take notice and then take action?

A targeted list is a good start. For example, if you’re a specialty store that caters to avid golfers, those are the people you should target through your direct mail campaign. Secondly, have a piece that stands out among the rest. A thicker plastic card mailer is a great option. These mailers stand out and the graphics are high quality.

According to the Direct Marketing Assn., direct marketing generates more than $2 trillion in sales annually. Don’t let your business miss out on your part of those sales!

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