Famous Last Words: Direct Mail Is Alive & Well!
THIRD NOTICE: IMPORTANT INFORMATION REGARDING CHANGES IN MEDICARE
This was a lie. I read my mail, and this was emphatically not the third notice.
The little double postcard was a naked attempt to con me into believing it was a federal government mailing. Inside was a mousetype footnote that admitted the trickery:
THIS INFORMATION IS NOT AFFILIATED WITH OR ENDORSED BY GOVERNMENT AGENCIES.
However, one thing about creeps like these: They know their direct marketing arithmetic down to a gnat's eyebrow, and they have discovered that it is more cost-effective in terms of ROI to spend $600/M for junk mail than go bottom-fishing virtually for free via e-mail marketing.
Hey fellow lovers of direct mail—printers, lettershops, list owners, list brokers and USPS officials—direct mail lives. A large percentage of the population—18 to 34 and 62-plus—prefers it to e-mail.
As spam proliferates, the future gets brighter and brighter.
Break out the Dom Pérignon!
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the e-mail newsletter, Denny Hatch's Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at email@example.com.