Direct Mail = Your Money, From Printer to Mailbox to Trash!

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 streams of junk mail?

The sophistication and alienation 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.

If each of my friends got over 2 pounds of junk mail in just one week.. how can you set your important marketing material apart from all those peices of junk mail?

Solutions? Can't think of any? Wait for my next article on April 13th.

Ms Gossland is owner of Lasting Impressions 2 a small business marketing service provider. You can contact her at [email protected] Or visit the website http://www.lastingimpressions2.com

In The News:

Time to smell the change in advertising  The New Indian Express
What is Programmatic Advertising?  Business 2 Community

Add More Pizzazz To Your Ad For More Profits

I recently completed a Marketing Makeover for an Ad that... Read More

Raising Funds For Your Nonprofit Using An Annual Direct Mail Program

A good annual direct mail solicitation program can produce unrestrictive... Read More

Dont Put All Your Eggs in The Same Basket

Solution: You can protect yourself by partnering with other lead... Read More

The Internet and Beyond - 12 Tips on Writing Better Brochures

Every year thousands of online businesses fail. None of them... Read More

Finding Your Target Market

Achieving sales is probably the biggest challenge a web business... Read More

Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency

This is the third article of a three-part series. I'm... Read More

Change, or Reinforce?

Do you know about the distinction - and it's a... Read More

How To Make Your Yellow Page Ads Work

I hear it often, "advertising in the Yellow Pages directory... Read More

Electronic Score Boards

Wide range of electronic Key venues around the globe has... Read More

The SKINNY on Newspaper Advertising

The SKINNY on NewspapersUsing the paper is considered gospel by... Read More

Womentisements

The unnecessary and extensive use of female models in advertisements... Read More

How Well Do Postcards Work?

The humble little postcard has been getting a... Read More

Direct Response Advertising; Radio vs TV

Radio advertising vs. television advertisingMany new advertisers assume that they... Read More

Does Post Card Advertising Really Work?

You've decided to try advertising your business with post cards.... Read More

Create Your Own Business Cards, Part 1

In this lesson, we will create a business card, using... Read More

When Advertising Wears Out

One of the challenges facing marketers is determining the most... Read More

The Future of Voiceovers: Hold Your Tongue...Possibly Forever

"Do we need to cast a voice-over talent for this... Read More

Become a Storyteller Not an Advertiser and Watch Your Traffic Increase

When you read the newspaper, do you read advertisements as... Read More

What Does the Back of Your Business Card Say?

Business cards with nothing on the back are wasted opportunities... Read More

8 Low Cost Ways To Advertise, Promote and Market Your Business

We all are looking for ways to market our businesses... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More

How to Write Ads that Increase Your Business

I caught myself wracking my brain over what kind of... Read More

15 Tips for Better Yellow Page Ads

Yellow Pages advertising is one of the most popular forms... Read More

Consider These Pressing Facts Before You Renew Your Yellow Page Ad

Your Yellow Page Ad Deserves More than 10 Minutes of... Read More