CORMARQ

Why Use Direct Mail?

March 23, 2009

I know that many businesses have moved away from direct mail campaigns due to the explosion of internet marketing coupled with the rising cost of postage.   If you are putting all your marketing eggs into one basket you are missing out on the opportunity to talk directly to hundreds, thousands, and even millions of potential customers. Direct Mail is one of the only forms of advertising that lets you precisely pinpoint your target audience and gives you measurable results fast. 

When creating a direct mail program be sure to set an objective.   It is important to keep your objectives clear, specific and be realistic.    Ask yourself what does your business hope to accomplish from the campaign?  Is it to find new customers, or to drive traffic to your business, maybe it is to sell more products or a service?  You may want to create a branding piece to increase your brand awareness in the market. 

Consumers are hit with over 3500 messages on any given day.  Only a unique and personalize message can break through the barrier and grab their attention, and compel them to act.    Variable Data Printing (VDP), also called Variable Information Printing is the revolutionary printing process that lets you easily customize your message by individually targeting each customer and creating a personalized effect in your direct mail communications.  By utilizing the VDP method you can expect response rates 3 to 10 times higher than the traditional mailer.  This technique presents an effective tool for increasing ROI on marketing campaigns.  

When developing your upcoming campaign do not leave direct mail out of the marketing mix.  Direct mail can lead an integrated campaign and give your brand the break through it needs to deliver a message to the audience that is supported with the frequency offered through mass media outlets such as TV, radio and print. Direct mail also drives response, which can then lead customers to branded websites, SMS response or email follow up.

To get some insight on how consumers sort through their mail  go to this link. http://news.pb.com/section_display.cfm?section_id=269

Entry Filed under: marketing. .