When we refer to
Direct Mail Marketing, we inevitably associate it with a bunch of unsolicited mail
that we would consider junk without even glimpsing at it! At first glance this statement might seem
to be correct and even justified. However, is this really the procedure we would follow once
encountering uninvited mail in our mailbox? Put your hand on your heart and ask yourself how often
did you actually disregard a closed envelope decorated with interesting teasers, or even an
attractively designed brochure? The truth is, that most of us do check or at least glance over the
so-called unwanted mail.
Direct Mail Marketing is still a powerful marketing method, practically exceeding
any other form of direct marketing communication. Recent studies have revealed that close to 70% of
direct mail is actually opened and almost half of them are read. Regardless to your personal
reservations, the facts speak for themselves.
Professional direct mailing relies on thorough research and database analysis.
Following that mails are sent out only to a certain
specified group of prospects. Targeting the audience allows for a more precise marketing strategy
and instead of just “shooting in the dark”, it enables proficient marketers to predict the
percentage rate of direct mail response. Following that line of thought, the direct mail responses
gathered provide immediate feedback on the effectiveness of the given marketing launch.
Direct mail marketing methods and strategies can be refined via accurate timing,
polished offers and newly filtered mailing lists, thereby eventually reaching the anticipated
results.
Although direct mail marketing can be designed for the masses, its particular
advantage is the personalized approach employed. A well-designed message would give you the
impression that it was specifically planned in order to fulfill your expectations. For instance, if
you happen to be a passionate chef specialized in preparing high-quality chocolate cakes, you might
be swept off your feet, if an impressive list of easily accessible, yet unique mouthwatering
ingredients landed in your mailbox!
Whether you happen to be an advocate of this popular medium or its sworn enemy,
direct mail marketing has become an integral part of our daily lives. Its
effectiveness is unquestionable and at the end of the day, demand always determines supply. It’s
the average Joe’s unwavering curiosity and regular response that turns the wheels of this powerful
industry.
