9:17 PM
Lanee' Blunt
By
Lanee’ Blunt
 |
| Advantages of sending direct mail--Image by Malamantra. |
Direct mail is a powerful medium that is able to reach people nationwide. Why do large
corporations send out so much direct mail? Because direct mail is effective in
getting more leads, selling products, and getting your sales team into the
door. Corporations send direct mail
because it works and they have tested sales letters. Some people look forward
to receiving their mail every day and they will read your letter if not only
briefly.
It's Targeted
Direct
mail can focus on a select smaller group of prospects that might respond to
your offer. “Direct mail is the only mass medium that can be directed toward
target groups or prospects. The message may be highly personalized and can also
be designed as an effective market research tool,” according to B. Charles Ames
and James D. Hlavacek, in their book, Managerial Marketing for Industrial Firms.
Variety
You
don't have to use a direct mail package exclusily. You have a combination from
postcards to brochures and a wide range of inexpensive and easy formats
available for your direct mail campaign.
Test
A
great benefit of using direct mail is that it can be tested to see how well it
will do. Before you invest your time and your money in a direct mail campaign
you should test it. You have to know if
the direct mail will pull a response.
You can use a small sample of one hundred letters, mail them and test
your response. If the direct mail is not
strong enough and you receive no response then you must revise your package.
Cost-Effective
You
don't have to have a big budget to send direct mail. Just by using your
computer and desktop publishing software you can create a direct mail package very inexpensively.
Reference:
B.
Charles Ames and James D. Hlavacek; Managerial Marketing for Industrial Firms,
Random House
Posted in: Direct mail
