Literally having cash thrown in the trash
We're closing in on mid-term elections in the United States. That means months and months of excessive backstabbing and gaslighting. I mean getting to know the candidates through their interviews and advertising.
This weekend, I went to see if my new Doctor Who T-Shirt had arrived, and what did I find? It wasn't my t-shirt, it was this.
Mailers. Five mailers, one trip to my mailbox. Five. And this is just getting started for this political season, friends.
The general consensus says Americans spend about 38-43 billion dollars on direct mailing. I got that right, It's billion, with a b. The other consensus says that your return rate on a direct mail campaign is up to 2%. You spend about a dollar per person who actually keeps it and reads it. For that much money spent on pretty much kindling assistors, that's not much for return on investment. And why? We're in a time in the world where mail is mostly for shopping. We don't even get our bills in the mail anymore unless we want to. Here's where mine went after I took the first picture. I didn't read even one. Not. One.
You know I have to compare it to radio, right? For example, one commercial on the River, played once, reaches an average of 2,100 people. On Max Country that jumps to 2,500. Which equates to spending about $1 for every 100 people or so. Just sayin, nobody can throw that away. And I can hear it now, "But nobody listens to the radio anymore." To that I say, "Here you are, reading the article I told you about.... on the radio"