Is direct mail/paper newsletter an obsolete and outdated form of communication ??

by 9 replies
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In the current landscape of Media today, we are consumed with the likes of Twitter, Facebook, Blogging, Youtube Videos, email marketing, Podcasts etc..etc.. but is there an old way that is still true and proven as a legitimate form of communication ?

You betcha there is !!

I was reading recently on CopyBlogger and one of the post there was talking about Content Marketing (surprise,surprise,surprise )

One of the things that struck home to me was that Sonia Simone, the Senior Editor, said that a Paper Newsletter can still be of great benefit for any online business.

She further delves in this topic by pointing out that Bill Glazer ,who is Dan Kennedy’s business partner, recently says that every business (including online) needs to have a paper newsletter to reach optimal success and build trust with their customers and prospects.

Like Sonia, I believe it is a great thing but not quite sure if it is absolutely essential for every online business to have one.


What do you all think ?


P.S. Here is the link which is really exceptional (and is definitely worth a bookmark) as it talks about 49 ways or tactics you can start utilizing right away with Content Marketing !
Content Marketing: 49 Creative Strategies that Work | Copyblogger
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  • Absolutely!

    When you can get a letter, newsletter, even a simple postcard into the hands of your customers or subscribers...

    That's solid.

    There's something magical that happens when online contacts get a physical message that they can touch, see and read. Suddenly you become more real to them.

    Test it and I'm pretty certain you'll agree.
    • [1] reply
    • I agree, from the point of view of the subscriber. I've never produced one for my own services.

      I think with electronic communication--email and texting--taking over, that snail mail has got itself a little retro charm that appeals to people. I know getting a real thank you note just brings smiles to my face. It's sort of like that.

      Mary
      • [1] reply
  • It's not essential but can make a big difference.

    The thing with direct mail is consistency. If you're gonna send 1 piece of mail and hope for a lead you will be disappointed. Instead you would strategically send high converting copy quite regularly.

    One common mistake is to mail drop in a geographical area rather than researching specifics. It is much harder to turn a newcomer into a paying customer than it is to sell to someone who has already been warmed up.

    I use direct mail. A good tip is to obtain email addresses in the usual ways such as landing pages etc. Once the subscriber confirms their email send them through to another web page where you request their full details. Obviously you need to have something to offer them in direct mail...

    Direct mail is hugely underestimated but consistency is the key.

    One more tip...

    Why not sign up to Dan Kennedy's mailing list. He has some wild and crazy copy that comes through my front door each month. There are killer copy headlines and other great stuff...

    If you don't mind the attention that is!

    If DK is repeatedly sending direct mail with the same content then it clearly works.

    Cheers

    Marcus Rockey
  • I think that paper based advertising also has to be weighed up with regards to the cost relative to online advertising. I've no doubt that snail-mailed newsletters and promotions can work, but the cost isn't always practical for people unfortunately (unless you have well targeted clients as noted above).

    The "bang-for-your-buck" concept is why I've dropped almost all direct mail and paper based advertising in my bricks and mortar business and switched to online advertising.
  • Direct mail will never fade. It is still a booming business and still a great way to market a business. Dan Kennedy has some real good stuff, on offline marketimg and direct mail.
  • I noticed that both my former mortgage broker as well as dentist stopped their physical newsletters last year. I've had recent sales from people using my booklets for mailings as the costs are similiar to a newsletter. Getting something in the mail is appreciated by people and I always like getting extra value of content versus a postcard or sales letter.

    I am getting a lot of mail lately for therapist continuing education credits and the ones that have articles included are ones I keep, compared to the ones just with an order form.

    Debbie
  • I still pay Perry Marshall $99 per month to get his paper newsletter mailed out.

    He also includes lots of other stuff, but I actually enjoy the novelty of reading something by paper!

    He also send out marketing materials by postcard, and letter, and I have bought some things.

    Perry is tending to get pretty big ticket though, so it's obviously cost effective for him, but might not be for products in a lower price bracket.
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