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Recent studies show that B2B marketers are returning
to direct mail to reach spam-weary prospects.
One survey shows that nearly 56% of marketers
say they’ll spend more on direct mail next
year. And one ad agency predicts direct mail spending
to jump $3 billion to $51.5 billion in 2005.
Why the turnabout? Spam and spam filters. E-marketing
is just not the “be all – end all”
that some marketers were hoping for a few years
ago. Another roadblock is that creativity is often
limited in e-mail by the need to be short and
snappy with the ability to use little graphics.
Of course, this doesn’t mean there is not
significant value to e-marketing—it just
needs to be part of a broader, integrated approach
using a number of appropriate tactics.
So what can you do to make sure your direct mail
campaign packs the most punch? Here are a few
tips:
Priority Mailings. You’ll
increase your odds that your package skips the
gatekeeper and goes straight into the prospects
hands if you send something U.S. Priority Mail,
FedEx or UPS.
Dimensional Mailings. Pique
your prospects’ curiosity and send something
big and bulky that they can’t miss in
their inboxes. It may not be cheap, but the
ROI can be fantastic.
Postcards. At the other end
of the scale, postcards can be an inexpensive
way to send a series of messages to a larger,
less-qualified pool of prospects.
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