The exodus to electronic messaging has left a golden opportunity for those who still use direct mail.
Working professionals across all industries still receive more than 80 business emails a day on average.
Magazine advertising is actually horrible in comparison to standalone direct mail for generating a response.
People can’t stop themselves from opening an envelope that comes across their desk because they simply don’t get that much of it any more.
“More and more ‘online only’ businesses have discovered that well-crafted offline advertising actually drives great ROI."
Direct mail has prospered numerous businesses for over a hundred years, and will continue to do so.
Email is the new junk mail, search engines are a lottery, and advertisers are moving back to print mail for broadening their market share. NewsPak offers a unique advertising solution that is both responsive and affordable, and helps solve this "E-Clutter" problem. It is designed for those who want to reach maintenance, operations, and plant management decision-makers, in industrial plants, and large buildings and facilities.
Why use the NewsPak to generate leads?
You competitors have stopped using it. Your customers seldom receive it. The exodus to electronic messaging has left a golden opportunity for those who still use direct mail. The pendulum is beginning to swing back in its favor, and it’s not hard to see why.
“Email is the new junk mail and search engines are a lottery.”
Assuming you can get through spam filters to begin with, working professionals across all industries still receive more than 80 business emails a day on average. For people in many jobs and industries, that number is much higher.1 The problem is so bad that Canada has already made it illegal to prospect for new customers using email through its July 2014 “Canada Anti-Spam Law” (CASL). It is just a matter of time before the US disallows it too. And at last check, 33.8 million results were returned for the term “electric motor” in a Google search. A person had to drill down to the eighth page before the paid ads disappeared, even with studies showing that 70% of the traffic doesn’t make it past the first four organic search results in the first place, and less than .1% actually make it to the seventh page.2
Magazine advertising has its disadvantages too. While it has been a popular way to advertise and can help break through this “e-clutter” problem, it doesn't come close to standalone direct mail for generating a response. Ads in magazines are a disorganized mess that creates a chaotic and random reading experience, and the ads are buried in 50 pages of bound material along with editorial content that hardly anyone reads anymore. It doesn’t take a genius to figure out why magazines and newspapers have lost their luster. If their ads still worked, they wouldn’t have such a hard time staying in business!
This makes companies desperate for other ways to reach new customers. The time-tested, ancient solution of direct mail is the answer. It breaks through the “E-Clutter” of the Internet and provides the efficiency and responsiveness that magazines can no longer offer. Direct mail is physically present, well targeted, easily consumed, and a refreshing break for prospects who have been run over by electronic messaging and chaotic magazine ads. People can’t stop themselves from opening an envelope that comes across their desk because they simply don’t get that much of it any more. Even “More and more ‘online only’ businesses have discovered that well-crafted offline advertising actually drives great ROI,” according to David Rodnitzky, the CEO of 3Q Digital, one of the fastest growing digital marketing companies in the world. And Joe Pullizzi, the Founder of Content Marketing Institute says, “As most brands continue to focus heavily on digital, smart brands will realize that it’s much easier to cut through the clutter by leveraging the ‘post’ without much competition at all!”3
Direct mail has prospered numerous businesses for over a hundred years, and will continue to do so. The NewsPak is an evolution in that tradition, allowing our clients to easily, safely and inexpensively test their ads and messages through direct mail using proven techniques specifically created and successfully applied to the industrial maintenance industry.
1 The Radicati Group Inc, Email Statistics Report, 2014–2018, Editor: Sara Radicati PhD
2 Chikita Online Advertising Network Study June 7, 2013
3 Direct Marketing News, December 2014/January 2015 edition, pp. 16–17
WHY THE NEWSPAK WORKS : "EMAIL IS THE NEW JUNK MAIL AND SEARCH ENGINES ARE A LOTTERY"