Bulk Mail: To do or not to do…May 7th, 2012 at 4:00 pm Posted in industry news
That is the question isn’t it… Thousands of Tulsa small businesses spend millions a year in pursuit of “marketing to the masses”. Many advertise with with traditional media with widely varying degrees of success, but almost every small business has at least attempted and in some cases heavily rely on direct mail. But does direct mail (especially the infamous “bulk mail”) really work? Web advocacy group, “Dontmail.org, suggests:
- US Marketers spend $17 Billion on postage alone to send advertising mail.
- Approximately 44% of junk mail goes to landfills unopened.
Regardless of how accurate these figures truly are, the truth is that today’s consumers have grown increasingly intolerant of Direct Mail and what was once one of the most effective forms of advertising, has slowly become the most overrated…
So is there a place for Direct Mail?
Sure. But creativity and intention of these advertisements are critical in creating an effective Direct Mailing Campaign.
What TO do?
Consider focusing your mailing list to a specific target group and personalize when possible. The traditional ”bulk mail” type campaigns have very little effect in today’s market; Nationally and here in Tulsa. These half-hearted ads typically generate less than a 2% return. Limiting your mailing to a tighter demographic/psychographic will allow you to focus your creative and limit waste on unqualified leads. Personalizing you mailing can help reduce the “bulk mail” feel.
What happens to all that Junk Mail?
Ever wonder what happens to junk mail? Where does it all go? How much does it cost… Well, Dontmail.org suggests:
- Direct mail creates 10 billion pounds of solid waste
- It costs communities over $1 Billion annually to collect and dispose of it.
- The average American will spend 8 months of their lives dealing with junk mail.
Return to Sender. With a vengeance?
But if simply disposing of your bulk mail is not good enough… DearBulkMailer.com, recommends this alternative (try at your own risk):
- Get the “No Postage Necessary” envelope out of the junk mail.
- Put a brick in a box
- Tape the “No Postage Necessary” envelope to the box.
- Mail it off at your nearest post office
“Return to Sender. With a vengeance?” supplied by http://officeofstrategicinfluence.com/bulkmailer/. Prolific Creative does not condone this idea although we think it’s pretty darn hilarious!