The problem lies in new technology. Twenty-five or so years ago, sending a direct mail package with a sample of your product was the perfect way to promote your company because the customer gets a first-hand look at the products your company offers. Yet this is not as effective any more for a lot of people, even for your company.
The biggest reason this doesn’t work for consumers is simply a lack of convenience. Junk mail is still as prevalent as ever, and it drives people crazy. So when they receive an actual package to carry in with all their other mail, it’s less convenient for them. It’s also inconvenient in that they may receive diapers, cosmetic packaging products, or other items that are completely irrelevant to their lives. They’ll simply look at the product, scoff and throw it out.
This is another reason why product mailing isn’t effective: it’s not good for the environment. While email has definitely helped in the reduction of paper use, that has been taken over by companies who think it’s a good idea to market themselves by mailing out samples to random residences. While it may spark some interest, the response is not necessarily measurable or green. Most people will just throw out the samples, leaving them to be shipped to a landfill somewhere. Plus, creating mailers for people who don’t even want them is a waste of paper and ink.
If you cut back on the direct mailers, and send them only to your current consumers who have indicated an interest, it will also save your company money. Paper is one of the most poorly used products, as it is generally used once then thrown out. It is also more expensive for postage to mail products than just paper promotional pieces. By using more electronic means or limiting your mailers, you have the opportunity to save your company a lot of money that can be put toward other, more effective and measurable efforts.
So it’s time to cut back on the product mailers and start searching for other methods for direct marketing. Your budget and the environment will thank you.
