Failure to comply with the CANSPAM
Act can result in costly fines;
each violation can be fined up to
$16,000. A Compliance Guide for
Business can be found at http://www.
business.ftc.gov/documents/bus61-canspam-
act-compliance-guide-business.
Direct Mail
Direct mail is alive and kicking, so
don’t be afraid to add it to your marketing
mix. In its 2011 Household Diary
Study, the US Postal Service found that
78% of households either read or scan
advertising mail. Given the growing saturation
of digital channels, postcards can
be an effective way to break through all
of the online clutter and grab the attention
of your target audience.
Direct mail can be an efficient way
to keep your current patients and clients
updated on what’s going on in your practice.
It also can be used to introduce your
practice to potential customers. Print
mail can use graphics and text to help
communicate the unique benefits
of your services.
Direct mail campaigns do not have
to break the bank. However, direct mail
can be expensive if it is not approached
with a focused objective. A quick scan
of the internet will produce a number
of low-cost print vendor options. As
with any marketing plan, direct mail
campaigns should be accompanied by a
Tip
Before beginning any marketing or
public relations initiative, determine
your audience (who you are trying
to reach), your message (what you
want to say), and your medium (how
you say it). Your efforts will be more
successful if you know the language,
message, and medium that is most
appropriate for your audience.