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Inspiration
Take another look at direct mail
D irectmail.Itsoundsoldfashioned.Burdensome.
Some people think it's ineffective and expen-
sive, too. However, in Good Seling!SM The Basics, prospects who meet your criteria."
Paul H. Green encourages merchant level
salespeople (MLSs) to consider using direct mail to gen-
erate sales leads. The reason? It has "proven to be highly
effective in the payment services industry in general, and
in the sales of bankcard and check services specifically,"
he wrote.
Despite attractive alternatives available through the
Internet, social media, mobile platforms, email and more,
it remains true that when done correctly, direct mail via
"snail" mail is an effective prospecting tool.
Direct marketing works
According to a recent U.S. Postal Service Household
Diary Study, 42 percent of people read or scan direct mail
pieces they receive. Indeed, Carolyn Goodman, President/
Creative Director of Goodman Marketing Partners, wrote
on the Target Marketing blog that if you design your
campaign properly "with a strong and relevant offer/call-
to-action, you might achieve a 1 percent, 2 percent or even
14 percent response rate (yes, I've achieved that!)."
She contrasted those results with digital ads, stating
that digital ads "are lucky if they get a 0.14 percent
ad clickthrough rate — and then, once they get to
the landing page, you'll be lucky if you convert 2.35
percent." Goodman drew these stats from Dave Chaffey's
research at Smart Insights, www.smartinsights.com/internet-
advertising/internet-advertising-analytics/display-advertising-
clickthrough-rates/.
Furthermore, Green estimated MLSs should be able to
close 50 percent of merchants who respond to their direct
mail pieces. The trick is to learn how to plan and execute
an effective campaign.
To do that, determine who you want to reach and use a
targeted list. "The great thing about direct mail is that you
can still rent or create a highly targeted list of prospects
relatively inexpensively, as there is no wasted circulation,"
Goodman wrote. "You're only sending your message to
Next, craft a message that works. Green advised MLSs
to check with their ISOs because they often have
professionally crafted direct mail pieces you can use
free of charge. The Direct Marketing Association, https://
thedma.org/, also offers numerous resources for direct
marketers. Then it's a matter of applying your finely
honed relationship building skills to turn new contacts
into loyal customers.
Use a multipronged approach
You needn't rely solely on snail mail direct marketing, of
course. In "Five ways to fix your marketing problems," The
Green Sheet, July 23, 2012, issue 12:07:02, Nancy Drexler,
President of Acquired Marketing, wrote, "Aim to touch
prospects from many angles. Mix approaches from direct
mail, advertising, public relations, digital media and
cold calling, making sure your messages work together
in concert. Choose the activities that cater specifically to
your target market, and then create a program schedule
that ensures the right level of coverage across the multiple
channels. Then be patient and let them work."
Strategic Marketing founder and principal Peggy Bekavac
Olson concurred and offered the following strategies in
"Marketing your business in 2013: Do you have a plan?"
The Green Sheet, Dec. 12, 2012, issue 12:12:01: "Construct
buyer persona, service positioning and messaging, and
value proposition statement; develop marketing collateral
and sales aids, and update website; issue press release
for service launch; conduct email cross-sell campaign for
existing portfolio merchants; promote via direct mail; run
sales incentive contest; and create initial sales testimonials
for further promotion."
Now go forth and market like the pro you are.
Kate Gillespie, President and CEO
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