Direct mail marketing is a low-cost advertising strategy that involves sending postcards or other mail pieces to promote goods, services, or events. It can be used by businesses, non-profits, and municipalities. Targeted and non-targeted campaigns can be used, but there is a risk of being considered junk mail.
Direct mail marketing is a marketing strategy involving the use of postcards or other mail pieces to promote the purchase of different types of goods or services, or an upcoming cause or event in which as many people as possible are desired to participate. possible. Sometimes called direct mail advertising, this method can be used by businesses, non-profits, or even municipalities that want to promote some type of event taking place in the area. As one of the oldest forms of advertising, direct mail marketing is a low-cost advertising medium that requires a relatively low return to be considered successful.
Many different companies make use of direct mail marketing. This includes supermarkets that send out circulars with items that are on sale for a limited period of time. Retailers such as electronics stores or large discount department stores often employ the same strategy as a means of alerting consumers to items that may be purchased at a discount in the near future. Companies that offer software and other services online sometimes use direct mail marketing to send potential customers trial CDs. Even credit card providers use this marketing medium, often sending out credit card applications to a wide variety of people, inviting them to apply for a new card.
One of the benefits of direct mail marketing is that the campaigns often involve a low cost compared to other alternatives. All that is needed to put together a basic direct mail campaign is a mailing list, the mail itself, and money to cover postage costs. With the relatively little overhead involved, even a two to three percent bounce rate is often enough to cover the costs of the marketing campaign, while also providing the sender with some additional revenue.
Using direct mail marketing can also have its drawbacks. Many people consider unsolicited email to be junk mail. This means that there is a greater chance that the mail merge will be discarded without being read by the recipient. Some companies minimize this possibility by using postcards with an eye-catching image or slogan on the front of the card, while placing the sales pitch and contact information on the back of the card. Since more people are likely to quickly look at both sides of a postcard, the chances of winning a sale using the cards are slightly higher than solicitations sent via envelopes.
A direct mail marketing campaign can be targeted or non-targeted. A targeted campaign only involves addresses that have qualified in some way. This usually means that the recipient has indicated at some point in the past that they are open to receiving requests by mail. An unsegmented campaign involves using all published addresses contained within a given geographic area. No attempt is made to differentiate between those households that have expressed some interest in the past and those that have not. The rationale behind an untargeted approach is that even people who rarely read advertising messages may be willing to do so on the day the ad arrives and therefore be eligible for a sale.
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