How 360 Measures Up, Part Three: Comparing 360Telecommunications to Direct Mail
Disadvantages of Using Direct Mail to Generate Sales Leads
There are several disadvantages to using direct mailings to try to increase sales.
Cost. As mentioned before, direct mailing can be quite expensive. The cost per thousand of direct mail pieces is higher than almost any other form of mass promoting. Since direct mail is highly targeted, there is cost in database acquisition and development. The rising cost of postage is also a factor.
Waste. These days, having a negative impact on the environment, well, isn’t hip. Green is the new thing. With direct mailings, large quantities of paper are thrown away every day. In the US, the Environmental Protection Agency estimates that 44% of junk mail is discarded without being opened or read. Which brings us to our next disadvantage...
Opting Out. There are many organizations these days that customers can sign up with to “opt out” of receiving what they call junk mail (catalogs, offers, and other direct mail pieces) in an effort to help contribute to a greener planet.
Negative Image. Combine the fact that direct mail creates waste, which is no longer acceptable for many people, and the fact that many people aren’t in the market for the plethora of products that are advertised to them via their mailbox, and you get the reason that people refer to this type of advertising as junk mail. It has a negative image. People throw it away.
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