Demystifying Direct Mail Marketing

If you tried an online search for “direct mail”, you will either get a brief definition or a long description of various components that make a successful direct mail strategy. But do any of these adequately address the question? Many entrepreneurs are still trying to get their fingers on what direct mail campaigns really are; leave alone what they entail.

In order to effectively incorporate this strategy in your comprehensive marketing mix, you may want to continue reading this article for an in-depth perspective of this subject.

Defining Direct Mail

This is one of the forms of marketing where physical materials for promotion are sent to both existing and prospective customers with the goal of fostering an ongoing relationship or attaining new business. This is actually not different from the main objective of undertaking any marketing campaign.

In essence, this is where a company dispatches advertising mail to charm new business or convey relevant information to existing or previous customers. This mail typically carries offers to attract the targeted audience into responding.

Categories of Direct Mail

It would be helpful that before launching a direct mail campaign you get to understand that it can be done in two ways. This means that there are two types of direct mail: shared and standalone mail. Just as the names indicate, the shared approach involves sharing the same marketing space (same piece of mail) with other businesses. Standalone mail on the other hand is where your message is on its own marketing space or own mail piece.

Standalone Mail

This refers to any piece of direct mail that is not grouped with advertisements from other businesses. Unlike the shared strategy, standalone is often costlier since you will not be splitting the costs with any other advertiser. Some of the most common examples of this form of advertising under direct mail include; newsletters, postcards, credit card offers, informational brochures, restaurant menus as well as any other sales letters.

Shared Mail

This is where numerous advertisers or organizations share the same mail piece to convey their message. The costs of postage in shared mail are usually split among all the advertisers, which makes the strategy very cost-efficient. In fact, in some cases, it can cost as low as a few cents for every household.

Depending on your marketing needs and budget allocation, you can always choose either of these options in your marketing mix. Be sure to find a competent marketing company, to make this campaign count.

Lead Performance Marketing

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Gardens, FL 33410, USA

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Website - http://leadperform.com/

About This Author

Lead Perform Full service print and digital media company Joined: December 7th, 2018