What is Direct Mail Marketing?

January 23rd, 2013

Direct mail marketing is one of the most powerful business tools when targeting new business opportunities. It puts your message in front of consumers or businesses using print material sent directly to your target audience. It is very different from advertising in newspapers, magazines, television or radio stations which is considered a broader, and less targeted, method of advertising- using these methods puts your advertising efforts in the hands of editors and or producers who know nothing about your business model. Direct mail puts you in front of your target market, whether it is businesses or consumers, by sending a mail piece (i.e. letter, flyer, postcard, etc.) using your exact geography and criteria requirements.

What makes direct mail marketing so attractive is the fact that you can target a specific group of potential customers or business prospects with a message that is directed to their specific needs. You can measure your success through responses to the mail piece, and it can be a more cost-effective marketing component than most other advertising mediums.

Keep in mind that your campaign must enhance your overall marketing strategy; it’s not a replacement for other marketing components. It’s an excellent approach to bring in new customers as well as retain your current customer base. A well thought out print piece, sent to a targeted mailing list, can bring in many new business opportunities.

Direct Mail Marketing:

Allows you to target a specific audience of consumers or businesses.
Delivers a physical mail piece directly into the hands of current and potential customers.
Gives you the ability to track responses and sales from your mail piece.
Is cost effect and, in many cases, give you the highest response rate.