Direct mail is a marketing method where a company sends out advertising materials through the postal system. Direct mail can include anything from flyers, brochures, catalogues, CDs, “pre-approved” credit card applications, and all other commercial materials that are delivered to homes and businesses. Direct mail has been used for decades and even with the advent of the internet and email, it still remains a popular method for spreading the world about products and services. Direct mail offers many advantages for the business, as well as the consumer. Why do so many businesses use Direct Mail as a marketing strategy? * It is cheaper for them – Postal systems will grant lower rates for businesses who invest in bulk mail permits, as only as they format the mail in the approved way. Also, a direct mail response form can encourage people to provide valuable feedback to the company, and it is much cheaper than a phone call campaign. * It is targeted – Companies find direct mail much more effective because it targets customers who have already shown an interest in the product. These companies use databases that track individual’s information and what products, subscriptions and services they have already signed up for, which allows them to design their marketing campaigns specifically for that person’s interests based on their previous transactions and gathered data. For example, a person who has already demonstrated an interest in fishing will likely receive direct mail for fishing related products. * People are more receptive to it – Most people love to get mail, and they will take the time to look at a piece of direct mail if it is engaging and appeals to their interests. Unlike television adverts and internet pop-ups, which are viewed as annoying interruptions, people look at direct mail when they have chosen to sit down and read through the mail, so they are more likely to spend more time looking at it. * It is physical – When a customer actually has a coupon to spend, a reply card to fill out, or an application form in their hands, they are more likely to do something about it. * It is measurable – Direct mail allows companies to record and analyse the exact percentage of customer response from each campaign. From this information, they can further target and refine the next campaign. Each mailing will become more effective and better at reaching those who are likely to respond. * It works – Recent figures show that direct mail campaigns in the UK generate more than £25 billion of business every year. Direct mail is an effective advertising method, that continues to be used by many businesses throughout the world to spread information about their products and services.
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