We asked 10 industry experts to share their opinions and advice on direct mail.
"If you're concerned about cost, take a step back to see how you can minimize your spend and send only to a targeted group."
— Sarah Telgarsky, marketing manager, Structural Graphics LLC
"I find that direct mail is most effective directly after the show. A thoughtful thank-you card can go a long way."
— Michael Webb, vice president of sales, Bagmasters
"Not many companies are using dimensional mail pieces, and doing so is a very easy way to stand out from your competition."
— Eugene Marsh, co-owner, Say It With Style Promotions
"Direct mail can be a great tool in any marketer's portfolio – while it is an 'oldy,' it should still be considered a 'goody.'"
— John Martin, regional marketing manager, Vaisala Inc.
"There are a lot of moving parts involved with a successful direct-mail campaign – planning, designing, building a list, printing, mailing, tracking metrics, etc. If one part is overlooked, it can lead to a failed campaign."
— Keith Goodman, vice president, corporate solutions, Modern Postcard
"You can't get the same in-depth metrics for direct mail that you can for email because the medium is so much more difficult to track."
— Kim Greenberg, CTSM, CMP, director, US marketing, ETF Securities LLC
"Direct mail sets you apart when email marketing becomes white noise."
— Kelly Noonan, regional marketing support manager, Tate & Lyle PLC
"Make sure that there's a strong call to action within your mailer, and create a sense of urgency so that recipients respond."
— Terrence Young, CMP, marketing programs manager, Pyrotek Inc.
"Always create an immediate link between your mailer and the show by printing the show name and logo right on the card or envelope."
— Jefferson Davis, president, Competitive Edge
"You have to be creative in the call to action. Not only does it need to be immediate, but it also needs to be measurable."
— Shannon Jidas, associate brand manager, Leatherman Tool Group Inc.