Marketing - Direct Mail
Direct Mail Overview

Direct Mail Overview

A direct-mail piece can be as simple as a postcard or as elaborate as a catalog. Direct mail is a terrific medium for creating action. Sending a direct mail piece is much more likely to elicit an immediate response than television, radio, or newspaper advertising.

Direct mail usually costs more per person reached than any other advertising medium. The advantage of direct mail lies in its ability to target a specific consumer group. It allows you to concentrate your advertising budget on those people most likely to purchase your product or service.

You can budget as little or as much as you like to launch a direct mail campaign. How much you spend will be affected by decisions such as two- versus four-color printing, how many pages will be in your brochure or catalog, how many pieces will be in your direct mail package, paper size, and, most importantly, the number of pieces you want to mail.

Why
Direct mail campaigns are good for targeting specific markets. They allow you to mail product information, coupons, or other advertising messages to specific groups of consumers.

Who
Direct mail should be targeted to those segments of the market in your sales territory that would most likely be interested in your product. If you are marketing a stain-resistant treatment for new carpeting, you should target your mailing to home and business consumers who have purchased carpeting within the last year and live or work in your sales area. If you don't have a list of people or businesses in your targeted market group, contact a mailing list broker. It will be able to compile a list according to your demographic needs and supply mailing labels for your direct mail materials.

When
Send your direct mail to your targeted consumers when it would be most likely to catch their atten- tion and fulfill an upcoming need. For example, in the case of the carpet treatment product, spring cleaning season might be a good time. Mail in February so that potential clients can call for appointments during March or April and coordinate this service with their other spring cleaning tasks.

Where
You should send your direct mail to the business or residence address of your targeted potential consumer whichever is more appropriate or likely to catch their attention.

How
You can collate, stuff, and label your direct mail materials yourself. If your mailing is large, mailing list houses usually offer a full range of mailing services.

What
Direct mail materials should include all of the information a potential consumer needs in order to understand your product, become interested in purchasing your product, and act on a decision to place an order for the product.