Whilst digital marketing topics are by far the most sought after when it comes to marketing training, we still have a lot of interest in how to deploy direct mail effectively. It does after all still represent an estimated $500m of marketing spend per year by Australian businesses.
In spite of the ever-improving and expanding world of digital, mail has appeal for many marketers because of the scope for personalisation, creativity, range of formats, customer involvement and targetability. However it’s not cheap and it takes time to develop and produce. Many marketers new to direct mail take a stab at it, make a few basic errors through lack of experience and then wonder why the results are underwhelming.
It’s important therefore to make sure the basic conditions for success are met before diving in. Ask yourself whether the situation passes the ROAD test?