You can send mail in various sizes, shapes and colors to attract the receiver. Related: A Guide to Conducting Market Research Greater creativityĭirect mail allows for extra creativity in your marketing strategy. Direct mail can target that demographic successfully. Many consumers over the age of 65 rarely use email. Opening a letter or reading a postcard is easier for some individuals than checking their email and following website links. Many consumers enjoy interacting with tangible mail. Related: Marketing's Promotional Mix: Definition and How To Use It Expanded audience Consumers often find physical mail more trustworthy than email and the scarcity of physical mail can make it more likely for the consumer to engage with the content. Conversely, most people receive only a few pieces of mail in their physical mailbox daily. The average consumer receives an estimated 100 or more emails a day. Related: Best Ways To Manage a Marketing Budget (With Template and Example) Increased engagement These savings and benefits create a higher return on investment (ROI ) for direct mail. However, when you send mail in bulk, postage costs less than individual mail. The cost of direct mail can vary depending on the item your business sends. Here are some of the key advantages of direct mail: Reduced cost Using direct mail for marketing and promotions can offer many benefits. Related: What Is Direct Mail Marketing? Benefits of using direct mail Targeted mailing lists can be rented from brokers or companies can create their own through data collection and market research. Targeted mailing lists give businesses more demographic choices to tailor their direct mailing list to a specific group of consumers. This mailing list offers an inexpensive option since it doesn't involve much research or labor. Saturation mailing lists include entire ZIP codes or mailing routes. Stand-alone mail includes a single company's message and mail.īusinesses can use different types of mailing lists to target their audience. Shared mail gives multiple businesses advertising space on one piece of mail. Some marketers use shared mail rather than stand-alone mail to reach their market. Often, marketers target specific demographic groups or geographic markets with their direct mail. Businesses can also use direct mail to target past, current or potential customers. They typically use it for business-to-consumer (B2C) or business-to-business (B2B) purposes. Companies usually send this mail in bulk. What is direct mail?ĭirect mail refers to mailed advertising materials like letters, postcards or packages not requested by the recipient. In this article, we discuss direct mail marketing and its advantages, then offer tips for using direct mail in its various forms. This marketing strategy can benefit companies looking to increase sales, promote brand awareness and accomplish advertising. Direct mail marketing involves sending mailed promotional materials to a target audience. As technology advances, marketing methods continue to evolve and adapt, but traditional techniques like direct mail marketing can still offer an effective strategy for businesses.
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