Direct mail refers to the direct delivery of marketing material to direct recipients of mail. The idea of direct mail has been around for a long time. It was the first widely used mass-marketing technique and has evolved over the years to become one of the most effective marketing strategies. The quality of the marketing piece is important, since a piece that is poorly written, professionally printed or with a poor image can never achieve its purpose. A well-written marketing piece, with a clear message and a high level of professionalism will almost always have an excellent chance of success. Direct mail companies offer many different options when it comes to delivering your marketing materials.
One popular way to send out direct mail packages is to use response devices. Response devices are pieces of equipment that automatically respond to incoming mail with a prewritten response card. They are commonly used to market various types of services, such as mortgage and divorce lists. There are a variety of different response devices to choose from, depending on what type of business you run and what your recipient is looking for.
Another popular way to distribute a direct mail package is to make a single mailing of a brochure to one hundred addresses. This is an effective method for many businesses, since one mailing will typically reach a much larger number of potential clients than would be possible with a response rate as low as one percent. However, if the response rate on this single mailing is low, it might not be worth the extra expense of producing another hundred copies. In most cases, it’s more cost effective to make these single, bulk mailings to a much greater number of recipients.
Another popular way to distribute a direct mail package is through account-based marketing. Account-based marketing works by allowing a company to create a database of customer information. This type of marketing allows companies to target their advertising based on the information in their customer’s database, rather than on the basis of whether they have purchased a certain product or service in the past. The costs of account-based marketing tend to be much lower than direct mail rates, and the results can often be quicker.
Direct mail is also sometimes used as a sales letter. Sales letters allow marketers to put a more personal spin on their marketing efforts by crafting a more conversational piece that will appeal to the particular interests of a target audience. While it can be difficult to tailor a sales letter specifically to an individual, it is far from impossible. Many marketers find it helpful to develop a list of their ideal customers, as well as identify any demographic trends that they should keep an eye on as their campaigns are ramping up.
Direct mail offers marketers an inexpensive but effective way to reach target audiences. With a response rate as low as one percent, it is clear that lists aren’t always necessary. Instead, targeted direct mail campaigns should be geared towards generating higher profits through other forms of account-based marketing.