Quite honestly, no other piece of communication works harder. That is because Direct Mail is an indefatigable workhorse when it comes to making a one-to-one connection with its target audience that outperforms almost every other media tool, to reach the winning post and earn you handsome rewards.
Consider this: Tom Froti in Direct Mail and Periodicals says that In the US, an average household receives only two pieces of Direct Mail a day compared to 157 emails. Unlike other media promotions, Direct Mail also allows you to insert coupons, reply cards/business reply envelopes, mobile bar codes –such as QR codes – URLs and other response mechanisms.
To sum up his comments, although Direct Mail may not provide all the answers, it has been proven to work much harder. In today’s scenario where conventional media advertising costs are sky-rocketing while, on the other hand, promotional budgets are being slashed.
What are some its other pluses? The results of responses – enquiries/sales to a piece of Direct Mail are more easily measurable – and to a far higher degree of accuracy. In the event that you don’t get the desired results, you can quickly alter your approach, your offer, your mailing lists – in fact, the entire package – until you strike the right chord with your consumers.
Another advantage of using Direct Mail is that as well as selling your product, you also build up a List which can prove to be a valuable asset in itself. Especially when take note of the fact that the costs of capturing, storing, sorting information and maintain a computer database have fallen considerably these days.
(From MLG India, Social Marketing Division. As an integral part of our broader services, we provide clients with complete data management solutions including: Data Cleaning, Mailing Campaign Management, De-duplication and In house Database Management)
