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Wednesday, 29 February 2012 09:39

Direct Mail – Making a Comeback?

Ten short years ago, direct mail was the primary way we marketed to tour operators. However, technology has created opportunities for lower cost marketing initiatives through e-mail, Facebook, Twitter, LinkedIn, etc. Is the pendulum swinging back toward old-fashioned direct mail? You be the judge.

If your primary way to market to travel planners is electronic, you are not alone. Most marketers have found creative ways to reach their clientele through this low cost means of marketing. However, some marketers are testing direct mail once again. Why? Think about this. How much direct mail are you getting in your inbox? A fraction of what you used to, so many suggest now is the time to get that message read.

In today's marketing world, we are inundated with e-marketing messages. So, perhaps a direct mail piece that arrives via snail mail will stand out. I asked my friends and followers on Facebook/Twitter what their thoughts were, and I was very surprised by the response. Some say, it’s still not worth the cost. Others disagree, but think it’s refined from the old days. Here are a few simple tips to consider if your willing to try it again:

  • Reduce the sample size you may have sent out on the past, and only send direct mail pieces to your very top prospects.
  • Send direct mail as a second touch point vs. an initial touch point, primarily because your brand will be recognized.
  • Figure out what ROI you need to make the cost worth the investment. If the numbers work, give it a try.

I don’t expect that direct mail will work for everyone. However, as a marketer, it is critical to try new things and test, test, test. If you decide to test drive direct mail again, This e-mail address is being protected from spambots. You need JavaScript enabled to view it how it works.

Photo: Arianne van Noordt

Read 7068 times Last modified on Wednesday, 29 February 2012 12:35
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