Direct Mail Advertising

Direct mail advertising is best explained as sending your personal marketing message to a hand-picked audience. Choose which format will best contact consumers, whether through standard post cards, letters, and flyers, or packed full of information with a full-color brochure.

In order for direct mail campaigns to be cost effective, you must do a lot of it, but it is relatively inexpensive, and costs vary depending on what part of the country you live in. When featured with discounts and coupons, it is most successful.

A unique form of advertising, direct mail can target by demographics, narrowing the marketing focus down to individual neighborhoods, or even households, where the target customer lives. By using marketing studies and diagnostics, direct mail focuses on advertising demographics by location, income, age, gender and renters versus homeowners. For businesses that want to target a very general geographical location, down to particular niche customers, this form of advertising is very effective.

For example, a dry-cleaners may want to target all of the business professionals within a one-mile radius of their location. In order to boost sales, a postcard featuring discount coupons is sent to all residents over a certain income level within a mile radius.

This can be done for any enterprise willing to take the time and spend the money on demographic studies. Mailing lists can be purchased from companies who have already done the work for you. Some companies provide templates, where all you have to do is plug in your logo and other basic information.

Direct mail is also used effectively for seasonal marketing. Advertising a specific holiday sale or touting the grand opening of a business is best done through physical, hands-on advertising. Each separate event brings forth a new opportunity for direct contact with potential clients.

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