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Direct Mail

 

Written on Wednesday, 14 May,  2014

 

 

Direct-mail campaigns place your message in the best place possible — right in your customers’ hands. Direct mail can be anything from simple postcards and flyers to 80-page catalogs and multi-piece sales letter packages. Powerful branding that keeps your company on the top of customers’ minds can be achieved through direct-mail repetition; just because a prospect doesn’t respond to your first direct-mail piece doesn’t mean that that mailing won’t later act as a reinforcer for subsequent mailings. In short, the more often you mail (without going overboard), greater potential for a good response rate exists for each subsequent mailing.

 

Direct mailing is highly targeted. Each direct mail campaign can be tailored for a specific audience, from long-time customers to new prospects. Thus, customers receive only offers or information that meet their individual needs or buying habits.

 

Direct mail can be personalized. In addition to targeting customers with relevant campaigns, direct mail pieces can be customized to include names and other personal information. This personalized touch means that customers are more likely to heed your message and follow through with a purchase.

 

Mail is tangible. Because direct mail is essentially delivered directly to customers’ and prospects’ hands, they are virtually guaranteed to see and read your message. Since customers can also physically touch a piece of mail, they are more likely to see its contents as reliable.

The format is familiar. Postal service is one of the oldest public-service institutions in most developed countries. While many customers may be skeptical about email messages or other novel marketing media, they remain more receptive to direct mail, to which they are accustomed.

Multiple formats make direct mailing versatile. The wide variety of formats and options, from postcards and brochures, to magazines and catalogs, makes direct mailing a suitable strategy for almost any application.

 

The results of direct mail can be measured without complicated analytics. To track the success of a direct mail campaign, one need only count the number of inquiries made or coupons redeemed from a given mail piece.

 

Creating and executing a direct mail campaign is easy. Using widely available desktop publishing tools, anyone can design a direct mail piece. Furthermore, may user-friendly, web-based direct mail programs allow businesses to design mail pieces, import mailing lists, and have each campaign printed and sent.

 

Direct mail is cost effective. While the creation itself is easy and affordable, actually mailing each campaign is also relatively economical. Mass mail rates are available for any form of direct mail campaign.

 

Direct mail supports other marketing efforts. Mailed materials can support and brand building through other media. Building a cohesive marketing campaign that includes both traditional approaches, like direct mail, and new technology, raises awareness and reaches customers and prospects who may prefer more established marketing venues.

 

Direct mail has a proven track record. Because this technique has been so widely used for a long time, much data exists to demonstrate its effectiveness. Direct mail campaigns offer reliable returns with negligible cost.

 

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