What is Direct Mail Advertising?

Direct mail is a selective form of advertising. The direct mail package is directed to the person that appears on the mailing list. It can be used as a follow up of people that have shown interest in your product or service. 

Your direct mail can be targeted toward a group of people and written just for that group to interest them in your product or service. “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.

Direct mail is used to get more qualified leads. When you need more prospects send out another batch of letters.  There will be no cold calling and when you call the prospect they will expect to hear from you.

An email letter can be used as direct mail too. It is a good marketing tool. You don’t want to send spam, but a sales letter that will be effective.  You can write a marketing letter that will get your foot in the door and get your product sold.  Email marketing letters are successful if handled properly. Email used as direct marketing is cheaper because you don’t have to worry about the cost of printing the mailing piece, the envelope, and the postage.

Direct mail is an excellent way to sell your product by mail. You can use as many words or as many pictures as it takes to make the sale by adding a brochure or catalogue with the letter.


B. Charles Ames and James D. Hlavacek; Managerial Marketing for Industrial Firms; Random House

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