Transcript

This is Stuart Webb. Breakthrough Growth Expert, author, founder and CEO of The Complete Approach with another of my one take vlogs, all the mistakes stay in.

Many people ask me if they should (still) use direct mail to grow their businesses. Most people think that the ‘Internet’ is the only media type now and have stopped using direct mail (any type of printed material that drops in your letterbox at home or at the office). 

Let me tell you… this is broken thinking. In many respects, direct mail is even more effective now than it used to be. 

Right now, more people are at home. In offices, there are few ‘gatekeepers’ opening the mail of decision-makers… and all this combined means those who use direct mail have a huge advantage in getting their message read.

Recent research conducted by USPS shows that people receive 157 emails per day and just 2 pieces of mail. More importantly, 90% of mail gets opened and only 15-20% of email gets opened.

And even the UK government has seen the light. For example, last year every UK citizen received a direct mail piece from the Prime Minister giving ’a vital update Coronavirus’.

Why do you think they chose direct mail to get this message out to the public? 

That’s right, because it’s more likely to be opened and read, than any other media and it’s cost effective. 

Perhaps more than at any other time, right now is the time to be using direct mail to reach your target market and your clients, customers or patients. 

You’ll get even better results if you combine BOTH email and direct mail. That’s because when you run a multi-media campaign your results should almost always be far better than just relying on one medium. 

If you’re relying on email as your main or only method of communicating with clients, customers, patients and prospects then you’re going down a risky road… a very dangerous road! You only have to look at your open rates to know a large percentage of people aren’t even opening your emails (never mind reading them!). 

But combine direct mail with your email and all of a sudden you’re massively increase the odds of your message getting through to your intended recipient. 

BETTER STILL, WHILST YOUR EMAIL IS FIGHTING TO GET NOTICED AMONGST DOZENS OR HUNDREDS OF OTHER EMAILS (ON AVERAGE 157 PER DAY PER PERSON), YOUR MAILING PIECE IS NOW ONLY BATTLING WITH ONE OR TWO OTHER PIECES.