It’s amazing, it seems like every week I run into a Direct Mail is not dead seminar or blog post or article. I just read the Go-to-Market Strategies article ‘Is Direct Mail Dead?‘ Typically I have stopped reading these last pleas to keep a dinosaur alive, but decided to read it today. This is my favorite quote: “The DMA study released in June 2008 shows that 75% of marketers still use direct mail and that direct mail still surpasses email in the most important result of all–revenue generation.” Look that does say direct mail is not dead, it still doesn’t mean it is not dying.
The Al Gore “Four”: The slow and painful death of direct mail.
1. The Incovenient Truth– Come on people…read the freaking news….you are killing the environment for a couple leads.
-Basically in the direct mail process you did the following:
- Killed a tree
- Used up expensive crude oil/gas (and funded terrorism)
- There is probably a bunch of other environmental offenses you have done as well.
2. Al Gore, the ‘inventor’ of this little thing called the internet – Please join us in the millennium. Yes, marketing on the internet takes work. I still have some people I talk to who say the internet for lead generation does not work…those people clearly do not read my and other blogs and stories that the internet is a GREAT place to generate leads…you just need to have the right strategy to attack it. Commit to the internet for god’s sake, it’s time.
3. Al Gore’s reinvention to pure utter hipness – Guys, seriously, you just look bad with the client. If you are doing technology marketing and you send a piece of paper to an engineering guy, if he even gets it in his hand, he now hates you for sending him that. Seriously, in verticals like tech marketing you are HURTING yourself by sending them mail
4. Al Gore’s staff of people who read his mail – Look, your boy Al has a staff to read the mail, that’s right, they actually have a process for looking at it. The rest of us, file through the mail and look for the bills we have to pay, not to read a letter from you on Endpoint Security or VoIP.
The “Direct Mail is not dead” movement sounds is a conspiracy run by people who still broker addresses and do direct mail.