Canada Post hurting future of Direct Mail

Having spoken with many direct marketers, I am concerned about how professional mailers are being kicked in the teeth yet again.  CP has made first class mail more than 60 cents.  This makes it nearly impossible to test direct mail with any new offers.  Direct mail is all about testing, testing, testing and more testing. As the cost of each piece skyrockets astronomically, it becomes impossible to find a program that works. If Canada Post understood that they need to EMBRACE direct mailers, not alienate them with a pricing structure that does nothing for niche marketing.  Canada Post is not built on your grandmother mailing you a birthday card for your 12th birthday.  Its founded on business commerce and solicitation.  The sad part is, they began with unaddressed admail.  This offering cut out the ability to target specific businesses or contacts based on criteria more involved than simply where the contact was located.  As a result of this, direct marketers got lazy! Forgetting that title, business size, industry and all the other selections that factor into successfull direct marketing.
   So, as a result of the shift away from unique datasets or custom lists.  The quality of data lists has been on the second decline since this derailment began.  I am not going to talk about the leadership of this company or the rest of the marketing world in Canada.  But it does seem that its incredibly shortsighted.

The solution is providing credits to test marketers, businesses that are willing to spend on small test campaigns.  This will ensure that more programs are tested and direct mail remains part of the marketing landscape. 



 

Learning from Medical Direct Marketing

Direct Marketers have been struggling to understand how to best reach people. With all the craze of the digital age, direct mail has been left to the waster side.  After chatting with Paul Richard from MedicalDirect,  we started to talk about the incredible results he was having with direct mail?  Yes, that is correct, Direct Mail was way outperforming his Fax and Email efforts.  Even with the increased cost of DM, email and fax marketing just don't measure up.  Now I am not suggesting this will work for all programs and target audiences, but its definitely something to think about. Here is a summary of the thoughts he shared about this recent trial.

Have you compared response to email, fax and mail?  Our client did.

            He tested all three using similar copy in a single campaign to target physicians.  Here’s how they responded.  

                        Email:                   9 of 3,000 responded (0.003%)

                        Fax:                    42 of 5,000 responded (0.008%)

                        Mail:                506 of 4,600 responded (11.0%)

            Why did so many respond to mail?  Three reasons.

1. Physicians still trust information delivered in a stamped envelope more than they trust information delivered digitally or by fax.

2. The kind of mail tested was more potent than everyday advertising mail.  A personal letter invited physicians to respond to a series of informative questions on the relevance of the product to their practice.  By walking the physician through the product story, this mail effectively duplicated personal detailing.

3. This mail gave physicians who don’t see reps a way to learn about the product.

If you reach these not called on physicians the way they prefer, you will gain sales and market share you would otherwise forgo.  We explore this further, enclosed.*

DoctorsDialog is a unique method of personalization and generating a quality relationship with doctors.  We can all learn from their methods to ensure we cut through the noise and provide impactful programs.

Canadian Consumer Mailing Lists

The challenge to get more out of your mailings has never been greater. The debate over whether to us Addressed or Unaddressed Admail still rages. Canada Post seems to be moving ahead. Addressed admail will outperform Unaddressed day in and day out.

As a huge proponent of Addressed admail - marketers have gotten lazier than ever. The lure of unaddressed admail has created shift from marketers being niche and message specific; to pushing out far and wide their message to any and all who will listen.

Examples of Lazy marketing used by Unaddressed Admail -
Condo/Apartment Dwellers don't need Roofing/Reno services
Single Men don't need Feminine products

The open and recognition rates for Addressed Admail are much higher than Unaddressed. Marketers need to ensure more of their pieces get openned.

Consumer Lists - Residential

How does Addressed Mail work??

Today is all about what is new and cool - and is anyone else doing it. My friends now is the time to ensure that your doing programs that are guaranteed to work and have been working for over 100 years.

Direct Mail, when done correctly is the best way to grow your business. There are two types of DM, the first being addressed direct mail and the second being unaddressed ad mail. Often called 'Householder' direct mail.

Addressed Mail - Traditional Package

- This is where it all begins with your DM efforts. If you haven't done the basic format, you may be missing out on higher conversions with lower printing costs. The package consists of an envelope, a brochure, a letter, an order form(optional) and a reply envelope. The reply envelope should have your indicia on it for return.

A few thoughts to keep in mind about the envelopes. Before you start using oversized envelopes, keep in mind that the cost of postage will increase with the oversized envelope. If you haven't tried the traditional format - don't just do what the printer/lettershop suggests. This isn't going to guarantee increased customer acquisition.

Are you going to use a lot of color? It will definitely increase your costs - but it is important to have some color/colour in the piece.