Optimizing Your Marketing With Direct Mail
With the focus on ROI intensifying — even as budgets were being slashed — doing more with less and "optimizing" became the rallying cry. Of course there’s nothing wrong with “optimizing” as long as you remember that you still need MORE even though you have LESS.
No marketer should dare ignore ROI, but it’s Return on Investment, which ought to remind us that marketing is an investment meant to yield results.
Paying too much attention to the R, at the detriment of the I, has led many to believe that optimization is really just chasing the lowest-priced option. Jumping to the low-cost marketing channel can be effective, and there are certainly cases where it is effective, but it rarely yields the biggest return.
Nowhere is the old adage “You get what you pay for” more true than today’s marketing world.
Sadly, many retailers who jumped ship from traditional advertising to cut costs believe they’re getting the most out of their marketing dollars with just email marketing and social media. In some cases that might be true, but are you willing to risk missed opportunity because you weren't willing to make an investment in a traditional marketing opportunity?
Direct mail may not be the lowest-cost option in the market, but its ability target specific customers and precisely measure ROI ensures that it can play an important role in any marketing plan.
Trading effectiveness for efficiency has its merits, but those benefits won’t last very long. Once the low-cost options lose their ability to perform, retailers who haven't built up their marketing machines could be left chasing their competition.