Are direct mail response rates on the skids?

A couple of days ago I was listening to a colleague talk about the history of direct mail. He mentioned that direct mail response rates weren't what they used to be twenty or thirty years ago. Do you agree?

I don't know how response rates couldn't be on the slide compared to 20-30 years ago when mail was such an important facet of everyday life.

I am pretty sure that most people immediately disregard diret mail now. People used to at least read a section before tossing a mailing but know I think everything is dumpled unless it is clearly personal mail. That's why people are resorting to having faux hand-written addressing on the envelop of enclosing small checks etc

Great. First it was door to door, then it was telemarketing, and now direct mail. How is a person suppose to prospect for new business?

Buy finding a way to target people actually interested in or needing the product and so receptive to the message?

Originally Posted by theglyphon Buy finding a way to target people actually interested in or needing the product and so receptive to the message?

That's the ticket!

Originally Posted by theglyphon Buy finding a way to target people actually interested in or needing the product and so receptive to the message?

Words of wisdom. If you were to send an effective direct mail piece to this select crowd I think you'd be suprised at the response rate.

In terms of specific suggestions. Dropping leaflets in designated areas, school zones or poorly serviced areas--even on certain types of cars. Years back I was dropping leaflets for car detailing and customers were asked the color of their leaflet to see whose they got. Rather than put them under every windsheild wiper I put them on expensive but grubby cars I had a great conversion rate.

Most products, I know, are a little harder to target and more high volume. Like when I was doing kelp diet products I could exactly walk up to all the overweight people in the mall

I'm much more likely to read a direct mail advertisement if it is a flyer or a postcard. I will take a glance at those and if it's something I'm interested in I save it a few days at least. I think delivering brochures or flyers to doors works pretty well too.

I think inserts are the worst, I tend to dump them immediately. (Of course I may be biassed because the worst job I ever had involved placing inserts *manually* into magazines). My feeling is that the most effective flyers are those hand delivered or placed on local businesses counters or public areas.