Savvy camp owners use the Internet, e-mail, social media, and other marketing tactics to get the word out about their business. They should because these tools work. However, totally ignoring direct mail is a mistake because it still works and can be valuable in your communications mix.
Direct mail marketing benefits
- Direct mail works because people still read their mail
- Nearly 100% of American households still check their mailbox daily
- Many people that do are disappointed when nothing arrives on a particular day
- People like to get mail
- Direct mail works because it is highly targeted
Direct mail challenges
Direct mail also creates a huge challenge for your camp because if your mailer isn’t designed effectively, it’s a lost opportunity – not to mention a waste of money. Keeping the message short and to the point, while including great visuals and a clear call to action is a formula for success. Even more critical to the success of any direct mail effort is “persistent regularity,” and of course, a good mailing list.
EDDM – Every Door Direct
EDDM is a great, inexpensive mailing option; however, it is a bit time-consuming. Many clients like EDDM because it brings results and is cost-effective, which is important for a camp that is targeting specific geography with a broad audience appeal. If your target audience is well defined and geographically focused, an appropriately targeted mailing will generate great results and a high return on your investment.
Marketing automation