Surprise! Direct Mail Still Has It

Question: We launched two years ago and pride ourselves on being tech-savvy. We've grown mostly by e-marketing through search engine ads, e-mail, e-newsletters and Web banners. But those channels seem a bit flat. Some products we sell target Gen X and Gen Y consumers, while others aim at business executives. Any new ideas on reaching these groups?

Answer: Digital marketing methods are working wonders for many small businesses. Search ads, such as Google AdWords, are exploding. And Gen X (born 1965-1976) and Gen Y (born 1977-1994) consumers who tend to be immersed in the latest technology are certainly reachable through high-tech methods.

But here's a surprise. With the proliferation of electronic communications, including cell phones, computers, iPods and other devices, people are actually paying more attention to what shows up in their mailbox.

Young buyers view physical mail differently than their parents. They've grown up with computers, e-mail, cell phones and text messaging and hardly ever use mail to write personal letters or other correspondence. As a result, nearly all of the mail they receive has a commercial purpose. They look forward to receiving it and rely on it as a source of new products, services and other opportunities they might be interest in.

A variety of new studies by research firms such as InnoMedia, comScore Networks and NuStats are showing that young consumers love getting snail-mail. They seem to appreciate and respond to the physical connection that instant electronics don't provide. About 70-80 percent of younger consumers sort their mail immediately and nearly two-thirds say they read some type of advertising mail each week.

In short, if you're not including direct mail as a way to reach young consumers, you may be missing a great opportunity for getting your message in front of them.

Overall spending on direct marketing is up eight percent over a year ago, according to the Direct Marketing Association (DMA), and direct mail remains a tactic of choice for marketers.

Reaching Busy Executives

In the B2B realm, getting your direct mail past tenacious "gatekeepers" and into the hands of business executives takes special tactics.

In this age of intrusive electronics, most business people are concerned mainly with weeding out uninvited e-mail and voices mails that clog their computers and phones. As a result, direct mail has become a more effective way to reach senior level executives - especially if the mailing provides them with useful information (a white paper or survey results, for example) and is not a sales pitch.

"Senior level people are information junkies," says Cyndi Greenglass, who chairs the DMA Business-to-Business Council. "They're always looking for ways to get an edge on the competition." Sending your message in a plain #10 business envelope is probably least effective. Those are most likely to get tossed. Try something that's uniquely packaged and presented, or use priority envelopes from the Post Office.

Personal-looking mail almost always gets by executive gatekeepers. A personal CEO-to-CEO letter on a smaller version of corporate stationery is a good format.

Here are some "A List" resources for information on using direct mail effectively:

• The U.S. Postal Service Web site devotes a major section to direct mail marketing. In addition to cost information, you'll find helpful guidance on how to make your direct mail work harder. There's also step-by-step help on how to create your own mailing, and information on where to get outside help. Sign up for a free subscription to their new magazine for marketers called Deliver (www.usps.com/deliver). Visit www.usps.com/directmail.
  
  
• Zairmail is a super-helpful site for small business owners new to direct mail. The firm offers everything you need, from articles on how and why to use direct mail, to sample kits, a template library and a line of direct mail services. Send letters, self-mailers or custom-designed pieces right from your desktop PC. Visit www.zairmail.com.
  
  
• Direct Marketing Association (DMA) is a giant industry membership association for business people involved in direct marketing and offers a range of helpful publications for purchase. Visit www.the-dma.org.
  
  
• NetPost Mailing Online is a USPS service that lets you send professionally printed direct marketing pieces online. Visit www.usps.com/netpost.