The direct mail prescription for anthrax

For years direct mail has been getting more and more expensive, but did 9/11 and anthrax finally put the nail in the direct-mail coffin?

According to industry executives, almost six months after the 9/11 and anthrax attacks, the volume of direct mail is back up to normal levels. “Normal” does not, however, describe how direct mail treated. The anxiety caused by the anthrax attacks has had some effect on recipients’ handling of direct mailings.

A recent study conducted by Brann Worldwide found that 29% of business professionals are opening less mail in the wake of the attacks. "We’ve noticed that because mailrooms are screening the mail so closely there’s the possibility that bulk mail could be characterized as junk mail," said Jim Hathaway, VP-business development for Grafica Inc., an integrated direct marketing agency whose clients include AT&T Corp., Avaya Inc. and PSE&G Inc.

Here are a few things you can do to help maintaining your direct mail effectiveness:

1. Print a toll-free phone number on the outside of the envelope used for mailing.
2. Ditto for your web address.
3. Exercise greater selectivity in choosing target audience—distill those lists.
4. Use an e-mail or telemarketing campaign in concert with the direct mail.
5. To get past the “junk mail” screening, let recipients know to expect something.
6. Plan for longer lead times; get your materials out the door sooner.

Adding e-mail to the mix
The anthrax scare has also prompted previously reluctant b-to-b mailers to finally hop aboard the e-mail bandwagon. If you haven’t yet tried this, it is time to start. Electronic marketing is an important communications channel that enables you to reach prospects and customers on a regular basis. And, by alerting your list that you’ve mailed something to them, you can greatly improve the effectiveness of your direct mail program. Telemarketing can be even more effective, however is typically more expensive than e-mailing.

It all adds up
Direct mail, email, trade magazine advertising, PR, etc. Each has its place in the communications mix. There are times and circumstances that one method will be more effective than another, or a combination of two or more channels will bring the desired results. Making these media mix recommendations is part of our job at Creative Partners Group.