The Newest Junk Mail Hater
Junk Mail—Its Exquisite Efficiency
The DMA currently estimates that in order to generate $700 billion in sales, marketers will spend $56 billion on direct mail and catalogs this year.
That translates to every $5.60 in marketing costs bringing in $70 in sales—a glorious return on investment (ROI). The biggest expense is postage. Of that $5.60, maybe $1.50 is the cost of paper.
What about the destruction of trees?
Every paper company and saw mill spends a fortune on reforestation—planting multiple trees for every one cut down. The result, according to the American Forest & Paper Association: The United States has 20% more trees than it had on the first Earth Day celebration more than 25 years ago.
“Trees are a crop that must be harvested slowly,” said Rush Limbaugh.
And unlike toilet paper, paper towels, cups and napkins, corrugated shipping containers, computer paper, stationery, throw-away diapers, airline and movie tickets and shopping bags, the paper used in junk mail creates wealth and jobs.
Junk Mail—the Aristocrat of Marketing Media
* Direct mail is the most precisely accountable of all advertising methods, measurable down to 10th and 100ths of a percent.
* Contrast this with what the general agencies do—try to create awareness by spending millions of dollars of television airtime and space advertising (for which they get fat commissions) without a clue as to its effectiveness.
* Unlike spam, direct mail is the rocket science of marketing. It requires enormous skill and discipline for one reason only: the cost. At roughly 50 cents a mailing—and up to $1 or more for a catalog—it does not take much direct mail sent to the wrong people or containing a poor offer to result in rivers of red ink.
* In the international marketplace where theft and piracy are rampant, direct mail is the best secret medium to use for testing the efficacy of a new product or service. If you announce a new product in a magazine, newspaper or on television, it becomes public knowledge instantly and fair game for the world’s thieves and weasels that never had an original idea in their lives. They will steal it, manufacture it and sell it worldwide for less than your cost within a few weeks—or less.