Pointers on Direct Mail Advertising

June 30, 2012 by  Filed under: Advertising 

Direct mail advertising benefits businesses, as this can build brand awareness and yield profits. The following pointers are basics you should look closely at.

What is Direct Mail?

Direct mail advertising is a marketing procedure involving written literature mailed to target customers. These maybe postcards, brochures, pamphlets, and so on, showcasing a company’s goods or services. Some also include upcoming events requiring consumer participation. The method has long been in use by both profit-based and non-profit organizations.

Supermarkets and retailers have long used this method as they mail long-time clients and potential ones of upcoming sales. Retailers can especially be creative on how they promote their merchandise. Those in the music industry, for example, may send out trial CDs to prospective clients. Others may send scented brochures to promote a perfume.

As this method is potentially low cost and effective, other industries also joined in. Credit card providers launched their own campaigns to lure in clients. They mail application forms so consumers may easily apply for one.

Direct mail involves targeted or untargeted campaigns. A targeted campaign uses addresses of consumers who have agreed to receiving mail through the USA postal service. This group may have been participants in surveys or other means and willingly gave their basic information to receive mails and updates.

Untargeted campaigns entail using all published addresses within a certain locale. Consumers who receive letters may or may not have agreed to this process. The campaign management sees this as a good move because it can involve a larger target audience. They believe even those who might not be interested may suddenly feel compelled to buy.

Cost and Implementation

Costs depend on how you do it and how many customers you’ll be targeting. A do-it-yourself is possible, but may take up so much of your time and prove more costly in the end. The number of mails to send out also plays a role as more people means more costs. You need to print out more materials, buy more postage stamps, and pay more on mailing fees.

While a do-it-yourself task is possible, hiring direct mail marketing companies will be more effective especially if you are sending out hundreds of mails on a regular basis. These firms have the teams and expertise to do the job. They can also do this faster and more competently giving you fewer worries on the process.

Furthermore, they also have access to hundreds of mailing lists and knowledge on the USA postal service processes. The customer listing sustains the campaigns, and familiarity with the methods makes things more efficient. Your letters reach their destinations on schedule, ensuring you of efficient information dissemination.

How to Hire Direct Mail Marketing Companies

You may find companies offering direct mail marketing by searching online. Check and compare services and rates. While online marketing is a growing trend nowadays, you cannot dismiss the power of direct mail. You are sure your materials reach the target receivers; they don’t get flagged or labeled as spam. Plus some people now find value in receiving physical mail, as it suggests more effort and attention on the company’s part.

Ricardo Hughes works with the USA postal service regarding direct mail advertising.

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