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How to Know if Direct Mail Will Work for Your Business


Here's a great lesson that applies to direct mail. Ready? Some people say one thing and do the opposite.

In other words ...

One shouldn't pay attention to what people say they'll do as much as what they actually DO.

For example, it seems most readers of the National Enquirer don't want to admit they read it. Just ask people, "You read that tabloid stuff?"

"No way! Not me."

Maybe they're afraid of looking silly to others? Maybe their embarrassed to admit buying a paper with headlines like, "Brad Runs To Jen As Angelina Lays Down The Law."

Perhaps they fear people will think they're too shallow? Un-sophisticated?

Doesn't matter.

What matters to the National Enquirer, of course, is that millions of readers each week buy it. Whether folks admit to reading tabloids or not there are a whole lot of those papers being sold. So the old rule applies? Don't pay attention to what people SAY they do as much as what they DO.

What's this got to do with direct mail?

Plenty.

If anyone should LOVE direct mail it would be a magazine editor. Direct mail is used to sell millions of magazine subscriptions each year.

But check out what William Baldwin - - editor of Forbes magazine - - wrote in the July 4th 2005 issue:

"The junk mail industry, says Chana Schoenberger in the story beginning on page 90, is giving a new lease on life to Xerox. This firm sells a $500,000 color printer ideal for customized advertising circulars.

Junk is a lucrative sector of the ad business, with a $51 billion annual volume that dwarfs the outlays for magazine advertising. Lucrative, and wasteful. I don't know if the catalogs I get from Land's End cost more to make than the shirts, but surely they weigh more.

Between printing and mailing it costs at least half a buck to send a first-class pitch to someone. If 90% of the recipients chuck the envelope unopened into a wastebasket, then the pitchman is spending $5 just to get one advertisement read. Isn't there a better way of getting people's attention? ?"

Now? please ignore the fact Mr. Baldwin writes this even as he gets a Land's End catalog in the mail.

This means, of course, that either he, or his wife probably bought something from it. Which is why he continues getting a Land's End catalog in the mail regularly.

Also ignore the fact that direct mail sales letters have been used to launch prominent magazine-publishing empires over the years.

Mr. Baldwin says direct mail is lucrative (for the "junk mail industry") yet wasteful (for those using it) at the same time. Am I missing something here? Doesn't he know much advertising is "wasteful", and direct mail sellers only mail things out over and over again because it's profitable?

How many advertising dollars are spent (and wasted) targeting people who won't buy because they're not the right audience for the sales pitch? How much ad money is wasted paying for commercials on T.V. nobody watches?

Direct Mail is Targeted Marketing

There's no better? or more cost efficient way? of reaching those most interested (and most likely to buy) your product or service than direct mail. And after you reach the person most likely to buy you're able to hit all their emotional hot buttons. Give them all the reasons they should buy from you. Tell them your story. Person-to-person.

Is there any waste? Sure there is.

People live busy lives. Even if your sales pitch reaches the right person it may not reach them at the right moment in time.

They might not have time to read it today. Or this week. They might not be ready to buy again. Your pitch might end up in the trash before it even gets read.

Overall ... doesn't matter. Know why?

Because if you've mailed correctly a certain percentage of prospects are going to read your pitch. They're going to respond they way you want them to.

They're going to buy ... or call for more information ... or send for the free sample. You're going to be offering people something they want. Maybe even something that makes their life easier. Or helps them out in some way. Or lets them be more productive. Or enhances their quality of life somehow.

So how do you know if direct mail is good for you?

Well ? despite everything you may have read about response rates ? the test is simple.

First thing though ... forget about the fact everyone says they don't like getting "junk" mail. The majority of people who get lots of "junk" mail (and say they don't like it) get on mailing lists after buying something through the mail.

Now ?

Determine beforehand if a mailing can make money on paper ... then do a live test mailing. If, for example, you get a 16% response rate but your overall mailing costs exceed your net profits then your mailing is a failure.

Bottom line ? if your net profits from a direct mail campaign are a lot higher than your costs to do the mailing then you've got a winner.

Some direct mail companies run successful advertising campaigns with less than a 1% response rate. They mail millions of ad pieces. But their mailing costs are low relative to their huge profits - - even with low response rates.

Response rates aren't nearly as important as actual profit margins.

Small businesses usually can't keep mailing costs extremely low. If you don't mail tens-of-thousands of pieces you won't be able to get letters and envelopes printed in bulk for pennies-a-piece. Don't let that bother you.

If the numbers work ? and your product or service is priced right ? then maybe only a few orders out of every 100 sales letters will make money.

So what are you waiting for?

Sit down. Work the numbers. Do a test mailing.

I bet if you think about it hard enough you'll be able to figure out a way to make direct mail work for you. If you need some help contact me. And don't worry about what people say. Pay attention to what they do.

Joe Farinaccio is a direct-response copywriter. Joe specializes in writing sales letters and direct mail packages for small businesses. To learn how you can do direct marketing for your business, or get help with your sales letters and direct mail packages visit his website at http://www.sales-letters-and-marketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. May / 07 / 2021

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BrandTotal on the Importance of a Strategic Approach to Social Advertising  OCNJ Daily

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Lerner Advertising To Receive Two Golden Gavel Awards  PRNewswire

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U.S. advertising employment rose by 1900 jobs in April  AdAge.com

Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County - Patch.com
Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County  Patch.com

BA Returns to Advertising as It Takes to the Skies Once Again - Adweek
BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

CannaCraft settles false advertising case for $250,000 - Santa Rosa Press Democrat
CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

Preeminent Orange County Advertising and Marketing Agency Loses Pioneer President - PRNewswire
Preeminent Orange County Advertising and Marketing Agency Loses Pioneer President  PRNewswire

Bragg, lottery's advertising lead, leaves for Texas - Northwest Arkansas Democrat-Gazette
Bragg, lottery's advertising lead, leaves for Texas  Northwest Arkansas Democrat-Gazette

Diversity in Advertising: Avoid The Obvious 05/06/2021 - MediaPost Communications
Diversity in Advertising: Avoid The Obvious 05/06/2021  MediaPost Communications

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Advertising and strategic communications to move to school of business  Lindenlink

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

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ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters.com

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AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update  Deadline

Facebook pushes back advertising meetings after Oversight Board ruling - Business Insider
Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

OAAA logo (PRNewsfoto/Out of Home Advertising Association) - NBC Right Now
OAAA logo (PRNewsfoto/Out of Home Advertising Association)  NBC Right Now

Legislation would prohibit marijuana advertising in Idaho - KXLY Spokane
Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

The Future of Digital Out of Home Advertising - MarketScale
The Future of Digital Out of Home Advertising  MarketScale

How Apple's latest iOS update could help Amazon's growing ad business - CNBC
How Apple's latest iOS update could help Amazon's growing ad business  CNBC

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra - JD Supra
FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra  JD Supra

New anti-marijuana advertising, promotion ban bill passes Senate, 21-14... - Idaho Press-Tribune
New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place - Deadline
TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

Apple's Views On Advertising And Monetization Are Dictating Events Both Past and Present - Digital Information World
Apple's Views On Advertising And Monetization Are Dictating Events Both Past and Present  Digital Information World

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com - Galveston County Daily News
6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com  Galveston County Daily News

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

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A Huge Thanks To ATL’s Advertisers  Above the Law

Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live - SpaceNews
Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

Thursday Sector Laggards: Shipping, Advertising Stocks - Nasdaq
Thursday Sector Laggards: Shipping, Advertising Stocks  Nasdaq

E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing - GOBankingRates
E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing  GOBankingRates

Amazon Advertising Reports 2021 Guide - Jungle Scout
Amazon Advertising Reports 2021 Guide  Jungle Scout

FDIC Seeks Public Comments To Sign And Advertising Rule - JD Supra
FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

Idaho Senate Passes Bill (SB 1218) To Ban Marijuana Advertising - High Times
Idaho Senate Passes Bill (SB 1218) To Ban Marijuana Advertising  High Times

Advertising Amid Chip Shortage-Induced Inventory Changes - Ward's Auto
Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports - PRNewswire
In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media - PRNewswire
Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media  PRNewswire

Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship - University of Arkansas Newswire
Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

Yelp beats expectations as diners, advertisers return - MarketWatch
Yelp beats expectations as diners, advertisers return  MarketWatch

Online Advertising Market to Get a New Boost | Netsuite Inc., Facebook Inc., eBay, Inc., Pandora Media – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Advertising Market to Get a New Boost | Netsuite Inc., Facebook Inc., eBay, Inc., Pandora Media – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys - Promo Marketing
Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion - Hartford Courant
Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion  Hartford Courant

Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars - PRNewswire
Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

Signal tried to use Facebook's targeted advertising data against it - Engadget
Signal tried to use Facebook's targeted advertising data against it  Engadget

Top Ten Most Recalled Brands in Podcast Advertising Q1 2021 - RADIO ONLINE
Top Ten Most Recalled Brands in Podcast Advertising Q1 2021  RADIO ONLINE

Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor - EHS Daily Advisor
Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor  EHS Daily Advisor

Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall - Business Insider
Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall  Business Insider

Billy Lewis The 7 Figure Digital Advertising Consultant - Influencive
Billy Lewis The 7 Figure Digital Advertising Consultant  Influencive

TVB Statement on Advertising to Mother's Day Shoppers - GlobeNewswire
TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

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For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners  WhatTheyThink

Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief - Search Engine Land
Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief  Search Engine Land

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Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels Atlanta  CBS46 News Atlanta

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FY 2020 Digital Video Advertising Spend Report  IAB

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Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Spectrum to help advertisers reach multicultural audiences  Rochester Business Journal

Out-of-Home (OOH) Advertising Market will touch a new level in upcoming year with Top Key players like Outfront Media Inc., EPAMEDIA, Focus Media, News outdoor, Shenzhen Shitong Huana Cultural Diffusion Limited – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
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Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

Senate panel takes up anti-marijuana advertising bill... - Idaho Press-Tribune
Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

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Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

Amazon Joins New Advertisers On The Q India – PRNewswire - PRNewswire
Amazon Joins New Advertisers On The Q India – PRNewswire  PRNewswire

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CTV is still among the fastest-growing channels in digital advertising  eMarketer

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UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media  Ole Miss News

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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How to Make Money with Scoreboard Advertising  Campus Rec Magazine

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Internet Advertising Market 2021 Report : Top Manufacturers Research with Top Countries Data, Size, trends, Share, and Forecasts to 2030 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Lamar Advertising (NASDAQ:LAMR) Hits New 1-Year High After Analyst Upgrade  MarketBeat

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Is Quotient Technology Inc (QUOT) a Winner in the Advertising Agencies Industry?  InvestorsObserver

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Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Yahoo Finance

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YouTube's linked TV advertising will be more shoppable thanks to a new update  Digital Information World

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Advertising Campaign by HARi&Co is Helping the French Give Up Their "Addiction" to Meat  vegconomist - the vegan business magazine

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

Facebook allows advertisers to target children interested in smoking, alcohol and weight loss - The Guardian
Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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3 Reasons Netflix Should Get Into Advertising  Motley Fool

With ads like these, does Tucker Carlson benefit Fox News? - Los Angeles Times
With ads like these, does Tucker Carlson benefit Fox News?  Los Angeles Times

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Advertising Employees Are Facing Burnout and Some Are Quitting  Business Insider

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

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Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

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Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

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Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

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3 Online Advertising Stocks to Buy Now  MarketBeat

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Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

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eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids  eMarketer

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Why Time sees opportunity in Bitcoin for advertisers and consumers as an ‘additive business line’  Digiday

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These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

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What Digital Advertising Gets Wrong  Harvard Business Review

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Best Advertising Agencies for 2021  Investopedia

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This Group Wants to ‘Ban Surveillance Advertising’  WIRED

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How a stay-at-home year accelerated three trends in the advertising industry  CNBC

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The New Realities of Advertising During COVID-19  Total Retail

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The Time for Diversity in Advertising Is Now  Entrepreneur

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From The Experts: Media And Advertising In 2021  Forbes

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