Despite the importance of the Internet, the sophistication of online technology and the universal presence of smart phones, the use of traditional Direct Mail advertising remains a powerful marketing option. The term “Direct Mail” usually refers to any form of advertising where a physical flyer, card, coupon, letter or other printed material is delivered to a recipient as a means of dispensing information. Considered one of the oldest types of targeted marketing, the advantages of Direct Mail include the ability of a campaign to single out select neighborhoods or even specific individuals. The impact of a campaign with such a limited scope is also easily measured by the sender.
The primary disadvantage associated with organizing a Direct Mail campaign is the cost involved in designing and printing the actual materials needed for distribution – compounded by the tab for the postage. A secondary downside to this advertising approach is the very real risk that valid information could be viewed as ‘junk mail’ by the recipient. Households are often inundated by flyers or cards heralding the superiority of this, or the advantages of that. Legitimate information could find itself rerouted into File 13 (the trash can) without being read, if the items are viewed in such a negative light.
“A secondary downside to this advertising approach is the very real risk that valid information could be viewed as ‘junk mail’ by the recipient”
Direct Mail users typically employ mailing lists that are aimed at specific demographic units or geographic locations to maximize their campaign’s effectiveness. Bulk mail and other special postage rates are used to make the process as cost-effective as possible. Business to business direct mail campaigns, such as one introducing a new service or special promotional event, is another common use for this form of advertising. A Direct Mail blitz can be augmented with a companion campaign presented online if desired by the sender.
Direct Mail advertising is used for a variety of different reasons and is limited in most cases only by the imagination (and budget) of the advertiser. This time-honored approach to information distribution can be adapted for use by almost any form of company or advertiser. Retail outlets use Direct Mail to distribute coupons or to announce a new product. Charitable organizations are another major user of this form of advertising. Over time Direct Mail has proven to be an excellent way for such groups to raise funds or to recruit additional volunteers. Adaptable, focused and cost effective, a Direct Mail marketing campaign, despite the predominance of the electronic media, could very well prove to be the ideal method for a business or individual to get its word out to the public.
