Rising Above the 'Noise' of Digital Marketing With Direct Mail
Remember in the 1960s when a direct mail campaign of a million pieces was a dream, but it was unlikely that even by combining house names, rentals, and trades, you could get your hands on that many names? (We hadn’t yet begun to call them data files or databases.)
And did you know what the abbreviations MM or M; B or Bn or Bil; T or Tn stood for? And if you did or could guess, it's doubtful you could attach a specific number of zeros to each of them?
Things were quieter then, something like the quiet we have recently been experiencing in whole or partial lockdown. Admittedly, back then it was nice to hear the blare of trumpets on the Fourth of July holiday when the local brass band paraded through town, much nicer than the blasting sound of today’s boom boxes at full decibels. But paraphrasing the old saw, silence was golden.
Accepting that we are entering a totally different marketplace than any of us have experienced, it is fair to say that it is likely to be more boom box than brass band. According to the "Wall Street Journal," WPP is forecasting “Political ad spending will total $9.9 billion in 2020…. up from $6.3 billion in 2016, when President Trump was elected.” That’s "B or Bn or Bil." The same article projects the digital portion at “$2.8 billion, or 2.2% of total digital ad spending.”
If the spend was evenly divided among the 153.07 million registered voters, that would provide $6.53 each. But as we know, only about 30% of these, 9.5 million, are what are said by FiveThirtyEight to be potential swing voters and, if the spend was divided equally among them, it would allow $21.78 to bombard each of them with "electoral noise."
As marketers, we have to ask ourselves how much "noise" we will be required to make to have our offerings heard against this cacophony of messages and how much our customers and prospects are willing to tolerate? We will need to contemplate whether the answer will be as T.S. Eliot wrote of the end of the world in "The Hollow Men": "Not with a bang but a whimper."
This may be one of the reasons why — along with the fragile and uncertain future of the U.S. Postal Service — so much recent interest has been generated by the resurgence of direct mail as a serious participant in the marketing mix.
Instead of being denigrated as "snail" (or worse) "junk" mail, the quiet "whimper" of a well-conceived and directed mailing, delivered in the mailbox, may single itself out and have greater impact than yet another loud explosion in the endless digital war for attention in the inbox.
“Direct mail provides companies with the commodity of time — time to communicate the message effectively, convey emotions and convert the customer.”
The "commodity of time" is often the secret asset missing from our frenzied marketing activities. It is so much faster, easier, even seemingly cheaper to fashion promotions for social media and digital than to weigh and choose all the interesting new options for direct mail, that this path of least resistance is the one chosen.
But wouldn’t be a good idea, especially now that we are emerging into new era, to revisit the past successes of direct mail as a major generator of leads, sales, and profits, and determine whether mail might make our messages raise above all the noise?
Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of "Accountable Marketing" (Thomson), "Profiting From the Magic of Marketing Metrics" (Direct Marketing IQ), and "GringoView" blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.