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Direct Mailing
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| Direct Mail is a direct form of advertising that targets two very important characteristics. The first is to attempt to send message, coupons, information, and benefits to customers directly. One of the advantages to this method is the tangible aspect of seeing something in the clients hands. This involves commercial communication (direct mail) with consumers or businesses. The second characteristic is focused on driving a specific "call-to-action." This characteristics calls on the customer to make an action to receive the benefits of the advertisement. Some of the actions might include, making a phone call, visiting the location, and sending an email. To do a successful direct mail campaign it is necessary to send out your campaign in 3 parts. The first blast, is to inform, the second is the intrigue, and the last is to call to action a response. Once the client sees your advertisement for the 3rd time, they are going to want to learn more. Any low-budget medium that can be used to deliver a communication to a customer can be employed in direct marketing. Probably the most commonly used medium for direct marketing is mail, in which marketing communications are sent to customers using the postal service. The term direct mail is used in the direct marketing industry to refer to communication deliveries by the Post Office, which may also be referred to as "junk mail" or "admail" or "crap mail" and may involve bulk mail. Junk mail includes advertising circulars, catalogs, free trial CDs, pre-approved credit card applications, and other unsolicited merchandising invitations delivered by mail or to homes and businesses, or delivered to consumers' mailboxes by delivery services other than the Post Office. Bulk mailings are a particularly popular method of promotion for businesses operating in the financial services, home computer, and travel and tourism industries. |