An Overview and Benefits of Direct Mail Marketing
Direct Mail marketing can be defined as “marketing through a channel that reaches the consumer directly”. The channel is usually through a mailer. Direct mail marketing is also known as “Direct Response Marketing”. The recipient will look at the mailer and make a decision to take action right away, save the piece for further review when they have more time, or throw it.
Advertisers often refine direct mail practices into targeted mailing, in which mail is sent out following database analysis to select recipients considered most likely to respond positively. For example a person who has demonstrated an interest in golf may receive direct mail for golf related products or perhaps for goods and services that are appropriate for golfers. This use of database analysis is a type of database marketing.
What Makes Direct Mail So Popular
Direct mail has many advantages that contribute to its popularity.
-It is a ‘one to one communication’. Business can reach the customer directly. The business can inform the customer whatever it wants them to know.
-Cheaper to deliver. For the same expense as television ads for example, the business can reach a larger number of customers.
-Sending a series of postcards to the same target audience will achieve name recognition, produce leads, and generate customers.
According to the United States Postal Service Direct Mail touches people every day.
Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, Direct Mail offers these benefits:
It’s targeted. Mass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But Direct Mail can focus on a smaller group of individuals who are more likely to respond to your offer, giving you more bang for your buck
Direct Mail Marketing Avoids Distractions
-While reading a newspaper, consumers will avoid looking at the advertisement insertions.
-When watching television, they go for a drink when the commercials are running.
-While driving people take a quick glance at billboards with many other things on their mind
These distractions are not the case with direct mail because it is ‘up in the face’ and thus the concentration level of the consumers is higher. The lack of any distraction means that the consumer makes a decision, after considering the validity of the offer and how valuable it is to them. Because of this the response rate of direct mail is higher.
Don’t overlook direct mail marketing when you want to get your message in front of your target audience. Using postcard marketing is a highly targeted, personalized, and low-cost way to get your name and message out to create leads. This type of marketing provides a vehicle to get the customer’s attention, the message is quickly readable, and the card is easy for consumers to keep handy or file away for use at a later time. Postcard direct mail marketing produces leads and increases your customer base.
