Direct Mail is one of the most effective and widely used tools employed in the
world of direct marketing communication. Messages of an individual or organization are communicated
to the targeted prospects via the postal service. This process is naturally preceded by
a thorough research and planning phase, where the core audience is defined based on several
determining factors related to profession, habits ands interests, as well as geographic and
demographic considerations. As a result,
direct mail is often referred to as “targeted mail” in advertising circles. Other
tags attached to such form of marketing communication are the terms “bulk mail”, and “junk mail”,
carrying a rather negative undertone.
Direct Mail is a significantly popular form of advertisement in the financial
sphere, in the travel- and tourism industry as well as among home computer businesses.
It comes in several formats and types as it is aimed at satisfying a diversified
audience.
Preferred direct mail formats include postcards, catalogs, brochures and
self-mailers. The latter format is a popular and cheap form of advertisement since all the
information is presented on one side of a piece of paper. The paper then is folded and the backside
is used for revealing the name and address, practically functioning as an envelope.
-
Business-to-business mailings:
B2b mailings are the favored tools of promotion in businesses circles. Such
direct mail has a two-folded purpose. On one hand, in case of an already familiar
and well-promoted product, it enables an “easy sell” without the necessary involvement of any
middlemen. On the other hand, it lays the groundwork for the introduction of new products or
services, thereby generating leads for later sales.
-
Un-addressed Mail:
Some countries such as Australia refer to this form of unsolicited direct mail as “ junk
mail”. Other countries’ postal services, such as that of the United States, consider it an illegal
form of advertisement that can lead to severe fines. Un-addressed mail on its own doesn’t generate
too much response; therefore it is not effective as a stand-alone tool. On the bright
side, it is a rather low-cost medium that usually constitutes a part of a larger mixed media
campaign. Deliveries of un-addressed direct mail can be arranged via the postal service,
independent delivering agencies or with the help of local newspaper publishers.
-
As new and improved technological methods enter the market for processing the
database, marketers can create comprehensive and detail-oriented mailing lists. Specialized
listings that pay specific attention to demographic data and geographic location allow for a higher
response rate, thereby increasing the potential number of buyers.
Direct Mail is a significantly effective form of advertisement in the hands of
competent market experts who can utilize the winning combination of perfect timing and ideal target
audience. The
Direct Mail Buyers’ Guide provides information on how to choose a direct mail
service most suitable for your personalized needs. Furthermore, the Buyers Guide provides direct
mail advertising terminology, a direct mail checklist, and a selection of interesting articles
related to the topic of direct mailing.
