Direct mail is one of the most popular choices for technology marketing investment and can be extremely successful if carried out effectively. Direct Mail allows you to communicate with a large audience or to a more targeted audience and can be customized to include your company name and logo, vendor logos, phone numbers and a personalized message.  Direct Mail allows for more detailed messaging than advertising or eMailing – an important feature when you are selling technology solutions.   Relatively easy to implement, it provides a wide range of cost and format options (Customized letters, product flyers, print postcards), as well as the ability to tailor your messages closely to your target audience. Direct mail also enables you to effectively measure your return on investment.

Personalized direct mail campaigns, which utilize variable data printing, have proven to be extremely effective, particularly as the level of personalization leads to increased relevance. Sellers can expect a five to 10 fold increase in response rates for well-designed variable direct mailers as compared to traditional static direct mail. While the cost per page for variable printing has historically been an obstacle, the price is dropping substantially as user adoption increases.   Even with a higher unit production cost, the return on investment for producing highly personalized offers can be dramatically greater, as illustrated in the following results. In a CAP Ventures studies conducted in 1997 and 2001, personalization programs demonstrated the following impact on other important metrics as they relate to printed marketing campaigns:

% Improvement from Using Personalization:
ProgramsResponse Rate 34.0%
Average Order Size/Value 24.5%
Repeat Orders/Retention 47.6%
Overall Revenue/Profit 31.6%
Response Time 34.9%

Direct mail programs include:  concept design, graphics and print production costs, mailing and list rental costs, mailing services and postage costs.   ProAmericas can help you plan, develop and implement your direct mail campaign, source external lists via list brokers, and can also work with data management companies to clean and dedup your data.

To determine how Direct Mail Marketing will accomplish your goals, fill in our Tactical Planning Worksheet and one of our consultants will call you to discuss your needs.