Some say that in the age of social media, direct response marketing is dead or dying. While I agree that DRM is changing, let me proclaim loudly:
They are wrong. In fact, if done right, DRM can still be a very important piece to your overall marketing strategy.
An Intrepid client just sent out the first of a four-piece direct mail campaign. We are launching a new restaurant, and trying to build awareness of the new joint in surrounding neighborhoods.
To have a successful program, you need THREE things: a compelling message, an easy call-to-action, and a good targeted mailing list. That’s it!
That said, you have to do a lot of work to be sure you achieve all three things. And even then, there are no guarantees. On the FuegoMundo piece (shown above) we simply let people know a new place was coming soon, and that to learn more about it and to receive discounts and promotions – all they had to do was sign-up to join our e-newsletter. Simple.
The response exceeded our expectations! Now, there was nothing exceptional or frankly, unique, about our mailer. But it was simple – and the call to action was clear and easy. And our mailing list was carefully put together. It was sent to precisely who we believe our target audience to be.
I will admit, it was gratifying to see this response. Not because it proved to me that this restaurant concept has a great chance of succeeding. But more importantly, that direct response can still work – if you practice the fundamentals.
What about you? What does direct mail have to offer you for you to take some sort of action?