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Direct Mail As An Effective Marketing Campaign
By Colleen Davis
Direct mail is a marketing strategy that is very popular among business owners, especially small enterprises. It is actually the process of sending your marketing collateral like your postcard printing pieces directly to your target market’s addresses. And it is usually done by post.
Your direct mail postcards may be sent by itself or accompanied by your other marketing tools such as your brochures or flyers perhaps. The main thing is to send them directly to your customer’s address.
Elements:
There are four elements to be considered when you’re doing direct mail marketing:
1. You have a mailing list of names and addresses of your target market which can either be integrated in a database created by you, or a shared mailing list that came from another source.
2. You have the marketing collateral to be mailed, as well as the envelope or packaging to be used when necessary.
3. You have the facility to address or label the marketing collateral, or to insert your item inside your envelopes, if applicable.
4. The postal charges. This element depends naturally on the size, shape and weight of your direct mail materials.
Uses:
Direct mail is often developed with the main purpose of generating a direct response from your target customers. It encourages your target audience to ‘act’ positively to your marketing collateral’s message. The response may be in the form of a phone call or a visit to your shop, and more often, an easy click on a website for more information.
Hence, your
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direct mail tool always has a reply section within the mailed item itself or contact details for immediate connection.
Response:
Depending on your message and offer in your direct mail postcards, your rate of response will either be overwhelmingly positive, or downright negative based on your database which should be regularly updated and edited, and the value of your offer to your target audience.
Your direct mail material is only as effective as the offer you have for your prospective customers. Even with a great product, the success of your marketing collateral depends on how relevant it is to your target market. You should always make sure that your offer fit the customers you’re targeting.
For example, your offer of a 10% discount on modems would not be attractive to an audience that doesn’t have internet access in their homes. In the same manner that a new Wii game would not appeal to someone who only has PS2 for entertainment.
All in all, direct mail is not an ‘exact science’ nor is it a guaranteed success. Many things can still go wrong as with any other marketing strategy. But when done right, direct mail can be one effective tactic to help achieve your goals and objectives. For more information, you can visit this page on flyers and brochures
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