Direct Mail Back for Ad Agency Lead Generation?
Wall Street Journal article suggests it still works
It wasn't too many years ago that ad agencies used direct mail to generate new business leads. Then, it went out of fashion in favor of email. But, as spam laws and filters have made email
The Comments of Others
Hi Todd,
Realize I’m a little late here re: this post but…
I can tell you at my agency, we use direct mail quite a bit and it’s been very successful. We also integrate email of course and PURL’s, which are highly effective.
Great post and sorry, again, for my tardiness.
Steve O
This got me thinking about the past, and the potential for the future of agency lead generation.
Five to ten years ago, it was not at all uncommon for agencies to use various forms of direct mail to solicit new business and help introduce or reinforce their brand to prospective clients
To continue with the “Lead Generation” theme: (Nice blog spot here by the way)
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Honestly, every post that you see on the web describes the next BIG methodology when it comes to B2B Lead Generation. At my company Partner Source, which is located in Minneapolis, Minnesota, we approach the Lead Generation subject with science, as it is our business.
You have to have values that you stand by as an organization, Partner Source Values: Our principles define us. We stand for: Qualified appointments, results, performance and quality above all else. Outstanding Client Service is our dedication to responsiveness, consistent and effective communication with no surprises, and always meeting deadlines. Absolute honesty and integrity. Continuous Self-Improvement - the spirit of mastery. Making a difference with each person, every minute, every call, every day. We are dedicated to our client’s total satisfaction.
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Partner Source Minnesota (B2B Lead Generation)
Todd, one VERY effective printed mailing piece we’ve seen be effective for agencies is a moving announcement. Somehow it convenes that “things are happening” around here. So I guess the best marketing plan might be to move often. 
Good article! To the author respect)
When we open our new business in market then direct mail advertising is very helpful to advertise our products or business through direct mail. We receive emails and communicate with them through prospects.
In this digital age we see that direct mail advertising is still useful and is better than e-mail marketing due to the ff. reasons.
Even though e-mail marketing services are faster than the direct mails, the direct mails have a personal touch which is absent in email marketing.
Most of the marketing e-mails are usually directed to the spam folders without even going through the inbox.
This is not the case with direct mails. Here, the mail service is received personally by your targeted clientele and when a mail is delivered physically most of us tend to peek into it out of curiosity. Thus, there is the advantage of visibility. And also, letterboxes are checked daily and people have a habit of scanning through every physical mail.
If it’s an interesting piece, your customers would preserve it for its beauty even if they do not need the service currently. The continuous presence can act as a reminder in terms of need.
These makes direct mail a viable option still in the new digital age
The number of responses from direct mail is good that small businesses find it cost effective.
You will need a list of peoples addresses to write to, the design work and production of the letters and brochures, plus addressing and mailing services.
Thank you for pointing out the value of direct mail. So many businesses today just want to do the latest and greatest thing. They think, for example, that they should put all their eggs in the social media basket. While it is important to embrace these new technologies, it is foolish to abandon the tried and true methods that work. A mix of strategies is always best.
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Todd,
It’s great that you brought direct mail up. It should be every new business director’s weapon. Do you know who built one of largest advertising agencies using direct-response advertising? David Ogilvy.
My experience has been profitable using direct mail in the ad agency new business process. In the digital world, who sends personalized letters and handwritten notes? Not too many of your competitors.
Testing and knowledge are two important – and forgotten – factors in marketing. I’ve been writing about the future of direct marketing in my blog www.timojappinen.com over 60 articles by now. Don’t take my word for it, try it yourself.
Best,
Timo