Direct mail is the best pound-for-pound method for targeting a large audience. With the right data, message and creative idea, direct mail can be a powerful marketing tool, which can deliver a substantial return on investment.
Direct mail has changed dramatically over recent years, the advances in profiling has increased penetration
considerably. Profiling is now so specific you can ‘break down’ your target audience based on a whole host
of criteria including; post code, socio economic status, number of children, interests and activities.
So the potential to pin down your audience and speak to them at length via your direct mail message is huge. Of course none of us like to receive inappropriate, badly targeted or downright dull direct mail but if it has useful information/benefits, is entertainingly presented with a clear call to action and an alluring offer then, your response figures can be between 2-5% (depending on market and type of product or service)
Again DM is one element of your marketing mix- product, targeting, timing, frequency, creative and the ‘offer’ are all factors, which will affect response. Often a client implements a one off mailing to a ‘cold’ list and is then despondent when the dramatic results they had hoped for are not realised. But Direct mail can be a highly effective marketing tool, it is delivered direct to the decision maker, it is in a format which allows a potentially lengthy ‘sell’ of your product and service with all the necessary explanation and it can elicit a positive response quickly and is entirely measurable. Consequently Direct mail can be a potent weapon in your marketing armoury.