The Beauty of Direct Mail in Marketing Consulting Services

Do you remember Mark Twain's reaction after reading his own obituary in a newspaper?

He promptly sent a telegram to the editor...

*** "The reports of my death have been greatly exaggerated." ***

The same is happening nowadays with direct mail marketing. At least this is what some pundits are trumpeting. Once upon a time Capital One Europe was a major direct mail user.

But then former VP of marketing, Justin Basini, decided to change course and move to online marketing. His reason was...

*** "Sending out loads of direct mail with credit card application forms isn't working anymore." ***

I suppose, he also got fed up with the title of Junk Mailer in Chief that the public hanged around his neck for sending out all those application forms, a.k.a. junk mail. He didn't realise that it's the sender to turns direct mail into junk mail by sending out junk.

Sending out credit card applications as the first contact was a pretty gross error on his part. Justin also believed that the proverbial asteroid had hit planet Earth on direct mail, and just as the dinosaurs had died out in the aftermath of the collision with that giant asteroid, direct mail was about to die out too.

He never considered that the method was correct but the flaw lied in what he was sending out in those direct mail packages. Just ask yourself: What do you do when you receive a credit card application from a financial institution that you've never dealt or corresponded with? You most probably chuck it into the rubbish bin.

There is a pretty good chance you already have so many credit cards that you could build a bigger and better house of cards than Kevin Spacey built in the Netflix series, House of Cards.

At the same time, just look at what some of the most successful internet marketers are doing. Yes, they are putting more and more emphasis on using direct mail for a good reason...

And this is what we discuss this month's blood-boilingly euphoric episode of Commando Consulting, entitled, The Beauty of Direct Mail in Marketing Consulting Services.

Enjoy!