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The Practice of Using Direct Mailing Campaigns

Dec 2nd 2015 at 5:36 AM

Main Uses of Direct Mail

Direct mail advertising is utilized in a variety of situations. It can be used by almost any type of advertiser or company. Stores will typically send mailings in order to advertise a new product line or distribute coupons. Charities, on the other hand, will aim to recruit volunteers or try to raise money.


World of Business

Business to business (B2B) is a lucrative segment of direct mailing campaigns, as it permits the marketer to target in a precise manner those recipients that are more likely to generate custom. Direct mailing is a way for a company to isolate their advertising spend to focus on high-probability prospects, which in turn lowers money wastage.


Campaign Basics

Within a mailing campaign, a coordinator looks to target specific people in terms of particular products. First, an advert will be created which is appealing to the group in general. Next, the group is more clearly defined, and may include demographics such as education level, age, and children’s ages. At other times, the campaign can be broader, and focuses on gender, socioeconomic background, or geographic location.


Primary Appeal

Direct mailing has an appeal to advertisers for various reasons. The message is taken to the consumer in a direct way. Consumers may pay little attention to a commercial on television, or flip over an ad in a newspaper, but they will always open their mailbox.

Thus, direct mailing places the advertiser’s message directly in the hands of the consumer. Further, utilizing bulk mailing rates, it can be far less costly than when using regular postage.


Key Challenges

Direct mailing is certainly beneficial, but there are downsides. This form of mailed advertising is now known as junk mail. Many consumers find it more of an irritation than a benefit. Thus, much of it is thrown directly into the recycling bin.

Many marketers try to overcome this scenario by developing special computer fonts, making envelopes more personal, and generating an offer which is obvious from the exterior of the envelope.


Internet and Technology

These strategies are frequently used by online advertisers. Large consumer groups can be targeted in one single mailing by an advertising organization or company. Social networks are used to target potential clients with bulk mailing campaigns.

An advertiser who utilizes these methods can take full advantage of relatively low costs to obtain e-mail lists. Though it will not come as a surprise that many recipients perceive this form of e-mail as “junk e-mail.”


For your company’s direct mail campaign, you may consider using a specialist direct mail printing service such as Chicago direct mail printing.


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