Direct mail marketing may be a traditional approach, but it is still one of the most effective ways of advertising, with a high success rate and a terrific ROI. Direct mail campaigns are easy and cost-effective and should be a part of every business’ marketing efforts. In this article we discuss just why postal direct mail delivers success on a consistent basis.
How Direct Mail Marketing Works…
There are three essential elements to direct mail marketing – making an offer, selecting the target audience from postal mailing lists and databases and creating an attractive direct mail package.
Making an Offer is what distinguishes direct mail marketing from general advertising. Offers are made in a way to motivate readers to take action, whether it is to place an order or to request for further information.
Postal mailing lists and databases help direct mail marketers to be more selective and personalize their marketing. There are two types of postal mailing lists – in-house lists and external lists. In-house lists or response lists are compiled by a company based on how people respond to its advertising or previous mailings. These lists represent repeat business opportunities – which are so very important for sales. External lists, on the other hand, are usually compiled for rental by sources outside the company. Both in-house lists and external lists are integral to direct mail marketing.
Direct mail packages come in several shapes and sizes. Direct mail packages are very flexible and can consist of envelopes, letters, brochures or response devices. It is because of the way these packages are designed that direct marketing is so effective. Multi-mailers or packages with a number of flyers, with each flyer selling a different product are also very popular.
What are the Advantages of Direct Mail Marketing/Advertising?
Highly Targeted Advertising…. Direct mail campaigns are highly targeted. Businesses can easily purchase postal mailing lists of potential customers through a mailing list distributor. So, for a small business owner who sells health and fitness products, gaining access to a postal mailing list of people who subscribe to fitness magazines can be invaluable.
Easy to Track…. Direct mail campaigns are easily measurable. The results of these campaigns can be tracked on a real-time basis. Responses are also closely tracked and monitored. Nothing is left to chance. You are always in the know about how well your campaigns are working.
Highly Personalized… Direct marketing is usually personalized. All consumers are addressed by their first names in a direct-mail campaign. The message in a sales letter is directed at a particular person. It is as though the business owner is directly communicating with a potential customer. According the US Postal Service, over 55% of those subscribing to a direct mail campaign are eager to real their mails. This is very much unlike email marketing, where most of the emails end up in the spam folder and are never read.
Affordable… Direct mail advertising is not only effective, it is also affordable. It does not cost much for companies to design attractive brochures or flyers. These can be printed in thousands by a printing vendor for a nominal cost. Direct mail is one of the cheapest forms of advertising out there, and in spites of the fact that it offers a high success rate.
Flexible Advertising… All direct mail campaigns are flexible. If sending brochures does not work, or is expensive, businesses can easily turn to other direct mail packages such as postcards or flyers. Companies can even send free samples of a product in their mailings. They can include as much information about a product or service as they would like.
Conclusion – Direct Mail
Despite all the attention given to other forms of marketing, direct mail marketing still occupies an important place in most marketing campaigns. Direct mail offers flexibility, affordability and user-friendliness, which is integral to any integrated and effective marketing program.
Direct Mailer Companies. This information has been brought to you by Bethesda List Center
