Direct mail marketing is one of the
most effective ways to get in touch with potential customers. By
utilizing direct mail marketing services to advertise products and
services you gain the ability to directly target a particular group
of consumers that may need your products or services. Of course, this
means that list selection must be made carefully and with
consideration of your targeted audience. Direct mail marketing
services are widely available and mailing lists should be purchased
directly from a reputable list vendor. Choose a list vendor who
updates their mailing list regularly and scrubs the addresses against
the (NCOA) National Change of Address list to correct or remove any
addresses that are no longer deliverable addresses. Companies who
offer direct mail marketing services will usually be able to offer
their customer all of the necessary resources needed to complete an
entire job including mailing list, and printing and mailing services,
as well as consulting and graphic design.
Direct
mail marketing services are a cost effective and are an
economical option for small to medium sized companies who may not
need to use more expensive types of advertising such as TV, newspaper
or radio. You have a considerable amount of control over the cost of
your printing and mailing project because you have many choices when
creating your mailing piece. For example, you can mail postcards
instead of letters, or you can mail a company brochure instead of a
newsletter. Postage types and costs must also be considered as well
as the volume of your mailing. Using a high quality targeted mailing
list will increase your ROI considerably.
There are many different types of mail
pieces that can be used by different types of companies. Personal
letters can be mailed by industry professionals such as lawyers,
doctors, mortgage and insurance companies to personally address
matters of private nature. Postcards can be used for general sales
promotions; avoid using postcards for private matters - this will
produce lots of complaints and unhappy people. Real estate companies
for example, may use postcard advertising to promote homes for sale
or a restaurant may advertise dinner specials by using a graphical
presentation. Using pictures on a postcard can attract the reader to
be more interested in what you may be selling. Newsletter marketing
is a softer sales approach. You can generate business by informing
existing customers about new product or company information that is
now available in their marketplace.
One of the biggest advantages of direct
mail marketing versus other forms of advertising is the ability to
address your potential customer directly by their individual name and
to mention specific facts about them or their situation without
invading their personal space or time. Targeted direct mail
marketing can gain you an immediate positive status with the customer
versus mass junk mail, TV or radio advertising.
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