Uses for Direct Mail:
Customer Loyalty, Customer retention, referrals, lead generation, drive traffic to website, more store visits, enhance other marketing medias, etc.
Components of Direct Mail
Target/Research
List
Message/Offer
Creative/Design
Type of Mail
Printing
Response Mechanism
Measurement/Analytics
Testing
DIRECT MAIL AS PART OF YOUR MARKETING MIX
You get an immediate response
Once you send out your direct mail piece it doesn’t take long to get a response. Within one to two weeks you’ll receive about 80 percent to 90 percent of all those who are going to respond. If your campaign works, you’ll know about it quickly. If it’s a bomb, you’ll that quickly as well.
It’s relatively inexpensive
With just $.34 (at the time of this writing) you can send out a direct mail piece that includes your full marketing message. It is amazing what you can get into a small business size envelope and keep under the $.34 limit. Photos, newspaper articles, letters, special reports, and more can be put in these envelopes for under $.34. This means you can reach 100 target prospects for only $34. Comparatively speaking, that’s a bargain!
It’s something you can touch and feel—it hangs around
Direct mail is something that you can hold in your hand. It’s not made of electrons that can be deleted with the twitch of a finger. It’s not a radio frequency signal that is here and then gone a moment later. It is physical. It is something that can hang around for a period of time. It has “lingering” marketing effects.
