by Sam Jackson

They are the titans. They are the bold, the great, and the powerful: some of the most successful marketing professionals in the world. Their wisdom has been used to raise business empires, and here is what they have to say about direct mail marketing.

“A business without a mailing list is not a business.”

– Dan S. Kennedy

Dan Kennedy is a marketing wizard. He is a tower of strength in the industry who has authored numerous books and made millions consulting vast corporations and small businesses alike. Here he cuts right to the heart of direct mail and it’s importance.

“Having an excellent sales piece is a critical part of the success of any direct mail campaign. With the right sales piece, you could see your phone ring off the hook, your mailbox overflow with orders or your web page receive hundreds or even thousands of hits.”

– Craig Simpson

Kennedy’s comrade and co-author, Craig Simpson, elaborates further on the key elements and benefits of direct mail in the quote above. Simpson is a marketing mountain in his own right, and has always been a strong advocate for direct mail.

“Increasingly, the mass marketing is turning into a mass of niches.”

– Chris Anderson

This is an important insight to consider before running your direct mail marketing campaign. Chris Anderson, owner of the TED organization, points out the niche nature of modern marketing. Finding your niche and targeting your campaign at that niche is one of the keys to success.

“Direct Marketing is evolving every day; in some cases, it seems that we have come full circle. A few years ago, there was the rush to telemarketing, and then came the rush to the Internet. Now marketers are starting to understand that all of these – telephone, mail, internet, e-mail, so-called ‘new media’ – are simply alternative channels that enable direct contact with a customer.”

– Audrey Price-Dix

Here is an interesting quote from the chairwoman of the prestigious Assegai Marketing Awards. She addresses the idea that, though people might at first be tempted to rush to the next new thing, in marketing these channels ultimately exist on an even plane. This provides a nice intro to the idea that the most successful marketer makes use of all these available channels.

“If you want to build your online business, research shows that one of the best ways to do it is to use direct mail to drive prospects to your site. It’s the combination of direct mail with an online presence that packs such a powerful marketing punch. Even Google, probably one of the iconic internet businesses, sends out direct-mail campaigns.”

– Craig Simpson

Jumping back to the beloved Mr. Simpson, here he illustrates the potential power of combining direct mail with digital marketing strategies. I mean, if a company whose name has become a verb does it…

“Always enter the conversation already occurring in the customer’s mind.” 

– Dan S. Kennedy

To round off a nice little Kennedy/Simpson sandwich, here is a gem of wisdom that Kennedy offers to those who are about to create a marketing campaign.

“Your mailing can be a success only if your vendors do their jobs correctly. It’s critical to hire excellent vendors who do superior work.”

– Craig Simpson

Continuing on the Simpson train, the above quote offers valuable insight to those interested in starting a direct mail campaign. Choose your print + mail partner wisely, for the quality of their work reflects the quality of your campaign.

“You are surrounded by simple, obvious solutions that can dramatically increase your income, power, influence and success. The problem is, you just don’t see them.

– Jay Abraham

A fitting adage from one of the most successful marketing consultants of all time. Direct mail is in fact one of these simple and obvious solutions that is often overlooked in the digitally-driven marketing efforts of today.

To wrap up, let’s go back to Dan Kennedy. This quote might not be aimed specifically towards direct mail, but it applies both to direct mail campaigns and to any endeavor you could ever conjure up. It is both motivational and inspirational.

“Productivity is the deliberate, strategic investment of your time, talent, intelligence, energy, resources, and opportunities in a manner calculated to move you measurably closer to meaningful goals.”

Dan S. Kennedy

Now it’s time to go on, get out there, and get it done.