From $.12 each
From $.06 each
From $.28 each
From $.0225 each
Terry Doland, Owner
Traditional direct mail and e-mail work best together. Both have their place in a marketer’s tool kit, neither cancels the need for the other, and the two may even work symbiotically, as when a post card is sent offering a premium if the recipient provides an e-mail address.
While we acknowledge the growing importance of web-based communication to reach customers and prospects, computers and mobile wireless devices like smartphones cannot by themselves reach everyone in a business’s or organization’s target market. That could change as the use of mobile wireless devices spreads even further. But until that time, traditional direct mail still has valuable place as a marketing tool.
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This question might be the most frequently asked about direct mail marketing. The response rate is determined primarily by three factors: the mail list, the appearance of the mail piece, and the offer. Of the three, the mail list is the most influential – 60% – while appearance and the offer account for 20% a piece.
Factors tied to the mailing list include the overall list hygiene (accuracy of the addresses and age of the list), how often the list is used for mailing, and whether the list is appropriate for the offer being made.
Learn more about direct mailing response rates
AIDA: an acronym for Attention, Interest, Desire, Action, the four sequential steps of direct mail marketing copy.
Bulk mail: larger quantities of mail prepared so as to qualify for a postage discount. The opposite of single piece mail.
Compiled list: names gathered from public sources. May contain additional demographic information, but does not represent any past buying activity.
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When designing a post card or a self-mailer, it is important to consider what the recipient will see first. Mail arrives in a bundle, arranged from smallest to largest piece and with all the address panels facing forward. Therefore, what the recipient will see first is the side of the mail piece that contains the mail panel. We mention this because of assumptions about the size and location of the mail panel, and the consequent inclination to think of the side without the mail panel as the most important part of the self-mailer.
Learn more about designing postcards
Are you familiar with the term cross media marketing? It’s a new buzz word that means using more than one way to appeal to customers and prospects. The concept is nothing new – marketers have always used a variety of methods to advertise.
Learn more about cross media marketing
In the debate over whether to use traditional direct mail or e-mail for marketing your company’s product or service, beware of using your personal experience or preferences to determine the marketing campaign strategy. To be blunt: your personal preferences are not a representative sample of the target audience, and so are irrelevant.
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