Direct Mail Marketing: Direct Mail Disaster Prevention Lessons from ...

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Along with the human and property losses caused by Hurricane Sandy, there were monumental business losses too. Companies lost facilities, their employees were displaced, and operations were disrupted. Companies that rely on direct mail suffered losses too. If I had sent a direct mail piece in some areas of New Jersey and New York just before Sandy hit, I could have lost a large investment, with little hope of recouping my costs.

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Old-fashioned direct mail is hot again, but the rules have changed to meet changing consumer habits. To ensure success, you need to know what?s working and what?s not in direct mail marketing. Find out by downloading your free copy of The 5 Best Direct Mail Marketing Ideas for 2010 without cost or obligation.

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Other kinds of disasters can strike direct mail campaigns too. A recent blog post, ?Direct Mail Horror Stories? by James E. Sullivan on the MeeMoo2 Marketers blog, tells the story of a company that lost a very costly mailing when a Post Office truck rolled down a hill in Pennsylvania and caught fire.

How can you prevent costly mail losses like those? These common-sense precautions are worth keeping in mind:

• Don?t put all your printed ?eggs? in one basket. Instead of making one large and expensive mailing, spread your campaign out over a number of smaller, less expensive mailings. That distributes the risk of something going wrong.

• Deliver your marketing messages across a number of media and networks. You know your company best, and therefore know what the best media and networks are ? newspaper ads and inserts, local cable TV, radio spots, and even billboards. Using multiple channels distributes the risk of failure and lessens it.

• Use emails, online ads, social media, and other digital marketing media where you can. Of course computers went dark in many areas when Hurricane Sandy struck. But online channels are more risk-tolerant than printed items, which are subject to fire, water, mishandling, and other disasters.

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Source: http://www.stepbystepmarketing.com/daily/direct_mail_marketing_tips/direct-mail-disaster-prevention-lessons-from-hurricane-sandy/?utm_source=rss&utm_medium=rss&utm_campaign=direct-mail-disaster-prevention-lessons-from-hurricane-sandy

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