The Power Of Direct Marketing

 If you have a business there are a number of different ways that you can promote yourself. Regardless of any technological advances which have increased the use of websites and email to promote products or services, a number of other businesses still use old-fashioned direct mail to let average consumers who know what they can offer.


Direct mail which is known as target marketing has been in existence ever since the typewriter was invented in 1867. Within 5 years of this invention Montgomery Ward created the first mail order catalog in order to enable rural customers purchase goods regardless of their location. In 1929 direct mail had become so popular that the USPS had to offer a lower rate for the bulk direct mailing these businesses made through the service. This is also in order to reduce the growing postal costs too.


Businesses wouldn't continue with this practice if it wasn't profitable. Industry reports have shown that the average direct mail campaigns that were thoroughly researched and targeted may yield a return rate of 3-5% and above.


One primary advantage of direct mail marketing campaigns is the ability that businesses have to measure the response of these campaigns. When you have a billboard erected and a huge number of people start calling your business to make inquiries, it may seem as if the billboard is the force driving this influx of business but you have no direct proof. With direct mailing you can include a coupon in the mailing and see how many people read and used this coupon. The same thing applies for catalog sales. In order to provide accountability other types of marketing will include:


The Ability to Target Your Audience by buying very specific mailing lists of potential customers who have purchased similar products or services in the past, or have shown interest in what you have to offer in some manner.

The Ability to Test Your Target Market in a smaller audience for a lesser fee, in order for you to find the right offer along with the best timing and most accurate mailing list.

The Chance to Accumulate positive responses for a database of people you can mail in the future.


Cost. The cost of designing, printing and mailing bulk brochures, packages, catalogs, mailings and other material may be substantially higher than other efforts.

Waste. Except your recipient is a former customer, most times your direct marketing mail will end up unread in someone's shredder or recycling bin as junk mail.

Alienation. Some recipients may even avoid your company entirely if they are bombarded with advertisement or mailings that they did not request for. This is quite true of internet users who get quite tired of spam mail and associated types of advertising.

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