Old School is Cool

Yes, I’m saying that.

You may have heard this phrase dozens of times about thousands of topics: old clothes and cars.

Well, that’s not the case.

Indeed, it’s better to use paper letters instead of marketing campaigns on all the different platforms for the first time since digital marketing arrived.

During one of my today meetings, I talked about one of the most interesting data: 

– every American person receives approximately 100 emails a day and reads 2 or 3 of them;

– every American person receives two letters in his/her mailbox

What happens if you contact that person using e-mail?

Simple, it gets lost among the 100, and you have to hope that among the 2 or 3 that it will read is yours.

What would you say instead if you contact that person using a paper letter?

Surely your letter or postcard will be opened and read.

You now think sending a paper letter will cost you more than an email. That is true, but the chance of your email being opened is 2-3%, while that of your paper letter is 33%, if not certain.

If someone says to you, Yes, but of the email, you can even know when it is opened, while of the paper letter, you cannot.

Warning. It used to be like this. Today, it is not.

You can know when it is delivered, and if you put a tracking code, phone number, or QR code on it, you can also measure the interaction your paper letter produced with your target audience.

And here comes the sticking point.

It is critical to be very clear about who your target audience is.

Here, you discover the real problem of all digital marketers: none spends time developing a comprehensive market analysis to give you the data on your audience.

That’s the most important point for creating and implementing a marketing campaign, especially if you don’t have thousands of dollars of budget to waste.

Only knowing all the details about your target audience, arriving at the point to create the avatar (or buyer persona) image of every type of person, you can launch a precise marketing campaign that touches on the problems they are living or facing and moves them to your service.

I know that is not simple and diffused, but that’s what you should require every time you approach a marketing agency.

Otherwise, you should consider that you’ll waste approximately 55-65% of the budget requested by the different platforms for your lead generation process.

If you want to test our service, I’m offering a free trial period of one week.

Click here to schedule a call.

I’ll be more than happy to help you.

All the best

Sam

Founder of M4W - Marketing4Waste

#wastemanagement #recycling #junkremoval #marketanalysis