Direct Mail Vs Email Part 2: How Email Is a Formidable Marketing Tool As Well

While direct mail is an extremely effective tool for marketers, it also has its drawbacks. The obvious disadvantage it has is the cost and amount of time and energy you spend going through the process. It is also prone to the pitfalls of the postal system. Not all mail goes exactly to their intended destination.

Direct mail also forces you to dedicate yourself only on very specific geographic spots and market segments thus limiting. Though this can be seen as both a disadvantage and a benefit. It really depends on your marketing perspective.

Given direct mail’s shortcomings, we thankfully have email to make up for it.

Its most apparent advantage over email is that it is cheaper, faster and a whole lot more convenient to send and receive your mail. Email is an almost hassle-free medium to keep in touch with your customers you can send them any number of emails in any time of the day. Through email, you can effortlessly send weekly online newsletters or quick thank you notes. It can also be easily act as a bridge to your online sales page or website.

Another advantage is that direct mail allows you to send to a wider audience and geographic area (you must beware though of being too scattershot and less targeted in your approach).

Since every part of the process is automated, you also have the extraordinary benefit of receiving reliable analytics and results in your efforts. You can effortlessly track down the actions and online behavior of your target with his or her every click.

However you must also be very prudent and shrewd about the emails you send out as you may run the risk of being filtered as spam, and internet users do not like getting spam. It is advised that you send an e-mail only to those who have given you consent to do so. This considered, e-mail is a great medium for follow-ups or introducing a new offering to your current and loyal customers.

Bearing in mind the varying benefits and costs of direct mail and email, we must thus regard both not as two options of the same kind but two completely different promotional methods with their own unique uses.

Perhaps the best way to employ direct mail and email is by integrating both of them and banking on their specific advantages. One way to do this is by sending a direct mail piece then following it up or having them respond through email or other online means.

That way, you get the best of both worlds.

Network Marketing Lead Generation Builds Your Direct Sale Business

Network Marketing Lead Generation builds your Direct Sales business. Whether you’re new to network marketing, attraction marketing, or the directs sales world, lead generation is one of your biggest expenses and greatest concerns in the network marketing business today. You’re tired of paying for leads that have been sold over and over again. You’re tired of spending 100s of dollars with nothing to show for it. You no longer want to “hunt” for prospects in the traditional sense, plaguing family and friends to the bitter end. You’ve heard about attraction marketing and now you want to know what it can do for your marketing opportunity. Can it really help you succeed in your business? Does it have a place in direct sales?

Let’s take a look:

  • Attraction Marketing creates a venue where you no longer seek/hound your potential leads, family, and friends”…”they come to you.
  • Attraction Marketing selflessly brings “value” to your future business partners giving them information and education that will build their business and ultimately yours.
  • Attraction Marketing puts your client first by sharing, teaching, and giving value to their business hopes and dreams.
  • Relationship/Attraction Marketing takes the pressure off of you to create the perfect sales pitch”…”instead, you make a new friend, business partner, and achiever.

Let’s put that together in a Direct Sales setting.

  • You have a product and business opportunity that you want to share with customers, network marketers, distributors, and future coaches/team leaders
  • Through Attraction Marketing you build a relationship with individuals by sharing value, marketing ideas, sales strategies, and networking tips and tools
  • Your future partners see value in what you are offering; and ultimately you help them grow their business, creating a funnel of success for both parties
  • You can give them the relationship marketing tools that are not readily available to them elsewhere. They see what you have to offer, and want to be a part of your team.
  • You now have a great opportunity, a great product, great network marketing strategies, a relationship, and a new partner.

The decision is always up to us. Do we want to stay where we are, doing what we do, hoping for the best?
The attraction marketing concept isn’t new, but the planning, marketing, and focus is. Take steps to learn new tools, strategies, and techniques that build your direct marketing business today.

This works for me, it can work for you!

Are you willing to wait the next 18 months to get your business moving? You don’t have to “…” Let us show you how to do it in less than 6 months.

To your success!

Split Test Drive Direct Mail

If you aren’t split testing your direct mail and other marketing campaigns you are wasting money and missing out on opportunities for more sales! How can I say this with such certainty? Easy because people rarely react exactly how we think they will, so if you are not testing your message chances are you have not hit on the optimum message for your target audience and so your sales are suffering.

Sure you might be getting some sales doing the same old mail out as you have in the past but what if you could double or triple your sales results.

If you use Google’s AdWords you are probably already aware of what Split Testing is about but for those not as familiar with this term here is a simple explanation.

“Split Testing is a process where you compare the results from two or more different messages to see which message produces the best results. By continually removing the poorer performing message and replacing it with a new message, over time you will arrive at a message that has the most appeal to your audience.”

The real beauty of split testing though, is that small incremental improvements compound over time, often resulting in 100%, 200% or more increases in sales.

Split testing has been used by expert direct marketers for probably as long as people have been sending mail, however split testing as a marketing strategy has only recently come back into vogue for most marketers since Google developed adwords.

Unfortunately it is not quite as easy to split test direct mail as in AdWords but that is no reason why you shouldn’t try.

Split Testing Plan

Here is a simple plan you could follow to split test your direct mail campaign.

1) Firstly you need to only make slight changes. Sending out 2 completely different mail outs will only confuse the issue.

2) Secondly you need a large enough sample size to make differences in response statistically accurate, at least 1000 is probably needed.

3) Thirdly start with big factors first.

Often the biggest obstacle in getting sales from direct mail is just getting them to open the mail or read pass the heading. So a great starting point for split testing is to test the envelope and the heading. If you use a mail house you can easily get them to print two different messages on the front of the envelope. Or to really speed the testing process up, why not test two changes at the same time?

So I would also print 2 letters or flyers with a different heading on the top. So now you have 2 different envelopes and 2 different headings.

So if you have a mailing list of 4000 you could send 1000 each as per the following;

Envelope 1 Heading 1

Envelope 1 Heading 2

Envelope 2 Heading 1

Envelope 2 Heading 2

Now to track you results you might have a different promotion code that the client needs to quote to get the offer say E1H1, E2H1 etc. Or alternatively send 1000 each a week or two apart. (Not quite as accurate but maybe easier to manage and less printing changes)

Now by analysing the results you can see which envelope and which heading performs the best; For example say results were as follows.

Envelope 1 Heading 1 – 2.5%

Envelope 1 Heading 2 – 4.0%

Envelope 2 Heading 1 – 3.5%

Envelope 2 Heading 2 – 4.5%

From this example you can see that Heading 2 out performed heading 1 and also envelope 2 outperformed envelope 1.

OK now the next time you do a mail out use heading 2 and envelope 2 and test this against a new heading and envelope or use the same procedure to test two different offers, or changes to your sales copy.

By continually improving your message you can literally increase your sales by 100% or more but how is this possible? The answer is in the effect of factors which works much like compound interest. A 15% improvement can equate to 100% in sales.

The compounding power of factors is explained further in my blog link below

Thank you for reading this far, I hope you found this article helpful.