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| Wait, what IS that? |
The first frustrating thing was that the website wasn't updated with the current documents that I needed (wait - I need my passport and my original social security card?!).
The second frustrating thing was that I didn't actually have a MAILED bill that has come to my house to prove my residence. All of my bills are paid online, I tried to explain to the long-nailed government worker. After a long sigh, she said that my printed-out statements and bills would suffice, although she made it clear that the State of Illinois "would like" me to use bills that have gone through the United States Postal Service, and that in the future I should "try" to bring in something that has been mailed in.
Anyway, so this mailed vs online experience along with a couple of articles that I read this week have inspired me to ponder:
Is direct mail still a viable way to reach your audience?
Basically, it depends on the audience you're trying to reach.
If you're broadcasting your message to the masses, direct mail is probably NOT a good way to do things. It's expensive, and it's all over the place. You can target to a certain geographic location, sure, but then you can't really target down to be that selective in your audience. However, if you're going for SPECIFIC people (i.e. you know their names and addresses), this is a real way to stand out.
On Danny Iny's blog, Firepole Marketing, I read how Write Ahead got a 4,967% return rate on their direct mail campaign. Basically, they targeted a list of 180 of their customers and tailored specific offers towards them. In the age of internet, this really gets peoples' attention!
I was thinking about if I would feel the same way if I got something in the mail from someone that I had a relationship with online. I think I would have a positive reaction to getting REAL mail - and I think it would strengthen my connection with the previously all-internet connection with the company.
The article also mentioned things like inviting people from your list to a seminar using nice stationery and nice envelopes, or using a thick recipe-card-style mailing to inform list members about a new cookbook you've made.
Joe Polish, a now-famous internet marketer who got his start marketing for carpet cleaning businesses, in this video describes how he gives his 'VIP' clients special attention by sending them direct mail. And... it works!
Basically, it all comes down to a TARGETED LIST of actual people that you know have a pretty good chance of getting to your stuff. Whereas an email might not get to them, a piece of REAL mail just might!
If you're broadcasting your message to the masses, direct mail is probably NOT a good way to do things. It's expensive, and it's all over the place. You can target to a certain geographic location, sure, but then you can't really target down to be that selective in your audience. However, if you're going for SPECIFIC people (i.e. you know their names and addresses), this is a real way to stand out.
On Danny Iny's blog, Firepole Marketing, I read how Write Ahead got a 4,967% return rate on their direct mail campaign. Basically, they targeted a list of 180 of their customers and tailored specific offers towards them. In the age of internet, this really gets peoples' attention!
I was thinking about if I would feel the same way if I got something in the mail from someone that I had a relationship with online. I think I would have a positive reaction to getting REAL mail - and I think it would strengthen my connection with the previously all-internet connection with the company.
The article also mentioned things like inviting people from your list to a seminar using nice stationery and nice envelopes, or using a thick recipe-card-style mailing to inform list members about a new cookbook you've made.
Joe Polish, a now-famous internet marketer who got his start marketing for carpet cleaning businesses, in this video describes how he gives his 'VIP' clients special attention by sending them direct mail. And... it works!
Basically, it all comes down to a TARGETED LIST of actual people that you know have a pretty good chance of getting to your stuff. Whereas an email might not get to them, a piece of REAL mail just might!
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