The headline on the Guts post just before this one read: Does anyone know how direct mail works, anymore?
A colleague tweeted it with a link and back came this response: “It doesn’t work.”
I laughed. All those financial companies with their credit card mailings, all those charities, causes, politicians, car companies, and catalogers must be completely insane because they keep mailing and mailing and mailing.
Once I thought about it, I assumed the “It doesn’t work” guy meant something else, like maybe it doesn’t work for certain audience segments (which is true), or for low cost one-off products and services (also true – for the most part). It’s possible that he really meant that Direct Mail shouldn’t work because it’s not cool, hip and happening.
If I had to hazard a guess, though, it’d be that he tried Direct Mail once or twice and it didn’t work for him. That’s actually very common. Direct mail doesn’t work for a lot of companies for the simple reason that they have no idea how to do it. If that’s the case, he was right. It doesn’t work. What else is going to say?