The most important points at a glance
A direct mailing helps when you want to personally reach a clearly defined target group with suitable addresses. It is especially sensible if you already have data and can work with it selectively. Without a clear goal, Hubert Boog advises against it, because the action would otherwise create only effort.
What is often underestimated: the biggest lever is not the paper, but the relevance of the addresses. In our projects, it repeatedly shows that a well-managed Versandgebiet only works if target, data quality and follow-up fit together.
Who is a direct mailing in the Versandgebiet suitable for?
Hubert Boog uses direct mailings for entrepreneurs who want to stay in personal contact with a large customer group. It is especially suitable when you already have your own data and want to use it actively. If you want to stand out from the crowd with a clear address, this provides a direct path to the target group.
If you are not different from your competitors today, you will not survive in the future.
When does the solution not fit?
The solution is not sensible if the goal of the action is not clearly defined. Then there is no direction for content, data and evaluation, and the effort hardly pays off. Hubert Boog sees limits mainly at the available resources: technology, budget and personnel.
Important decision point
A direct mailing is not a substitute for a clear offer. If you only want attention without pursuing a concrete goal, Hubert Boog advises against it.
How does a project typically proceed?
The process is clearly structured: analyze data, define the target, prepare data, obtain approval, produce the mailing, send it and process responses. Missing answers are followed up so that the Versandgebiet becomes not just a mailing, but a usable contact. A typical project lasts about three months.
- Check data and clearly bound the target group
- Define the objective of the action and approve content
- Produce, send and follow up on responses
What does a direct mailing cost?
Hubert Boog does not specify a flat rate, because costs depend strongly on the setup of the collaboration and the scope of the project. If more coordination, more data preparation or more production steps are needed, the effort automatically differs. The main cost driver is therefore not a single item but the overall complexity of the project.
Which alternative is still underestimated today?
The most common objection is that everything is digital today. In practice, however, a physical component can increase visibility and sustainability. For this reason, a direct mailing can trigger more than a purely digital message when the addresses are correct.
What does the practical example with Cembra Money Bank show?
In a project for Cembra Money Bank, the response rate for a credit card mailing was around 68 percent. The crucial point was that all addresses were already available. Hubert Boog says that the rate would have been well below 15 percent with purchased addresses.
Hubert Boog
Frequently asked questions
How can I tell in advance whether a direct mailing pays for my business?
Why are own addresses often more valuable than purchased ones?
What should I do if my budget is small?
Can a direct mailing also be used seasonally?
For companies with their own data and a clear purpose, a direct mailing can be very effective. If you treat the Versandgebiet only as dispersion, you waste potential. If you set up target group, addresses and process cleanly, you create a direct contact with measurable impact.
In my view, per Hubert Boog, the difference is exactly this: not volume decides, but the fit between recipient, occasion and follow-up. If these three points are right, direct mailing is not an outdated method but a precise sales component.
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Hubert Boog, Druck-Manager, Rafz