Sep 06, 2012
Ken O'Neill is owner of Web Programming Solutions, a Maine-based company that specializes in building business websites for small- to medium-size companies. He has been using Click2Mail to send postcards to prospective clients since March 2012.
This is Ken’s first foray into direct mail marketing; he had been focused on search engine optimization (SEO), Google AdWords, and Facebook advertising. “Due to the changes in online advertising, including changes to Google’s advertising policies, I wanted to try direct mail as a more targeted approach to marketing,” Ken said. Indeed, the ability to target is one of the most compelling advantages of direct mail. Instead of the very general targeting that online advertising allows, direct mail allows business owners like Ken to target a very specific audience.
That target-ability, for marketers like Ken, turns into dollars saved. He explained, “12 years ago I could turn a $5,000 investment in Google advertising into $10,000 profit. But that has changed. The cost of Google advertising has increased by almost half over the last few years.” Even when direct mail costs more per mailer than online advertising costs per click, the return on investment (ROI) is often much higher with direct mail simply because it’s more effective.
Research demonstrates that what Ken says about online marketing is true. According to a recent article in Businessweek, “Spammers create as many as 40 percent of the accounts on social-media sites” and “8 percent of messages sent via social pages are spam.”In other words, legitimate advertisers are now competing with spammers for clicks, likes, and shares online. Email has fared similarly: in Return Path’s most recent Global Email Deliverability Benchmark Report, email inbox placement rates had declined 6 percent, to a record low of 76.5 percent.  Again, that’s marketing dollars down the drain.
About Click2Mail, Ken said, “This is a fantastic service! I can see that my orders are turned around quickly and that they are delivered through the system. I love that.” He has asked us for some help finding a mailing list that really homes in on his target audience – b-to-b high-end web design. We’ve recommended that Ken consider building a robust in-house list of his current and former clients. He could then use that list to “clone” his best customers. Using the Look Alike Report from Click2Mail, he could create a new list of prospects who “look like” – share the same characteristics – as his best clients.