Direct mail refers to a marketing strategy that entails sending an advertisement directly to prospective customers based on their demographics. It can range from pre-approved credit card applications, fundraising letters for an organization or nonprofit, and other forms of promotional material. This mail is sent to their physical address through the post office.
Brands and industries use direct mail as a form of advertisement for their goods and services. They might send catalogs, coupons, application letters, or other equipment to their potential customers through their physical mailboxes. Although direct mailing is slowly becoming an outdated form of marketing due to the increased use of the internet, it still works primarily for the Baby Boomers and Gen X. Besides, it is a large income stream for postal services.
How Does It Work?
Direct mail relies heavily on print material to convey information and the postal services for delivery. Mail is delivered directly to the target customer’s mail by the postal service. However, there is more to direct mail than meets the eye. For example, a lot of research has to be done to ensure that your prospects’ demographic information is correct.
The first step most brands take is defining their target audience. There can be several defining their target audiences, such as determining their age, location, income, social status, or political affiliation. A lot of research is put in place to ensure that the right people are identified for marketing. Alternatively, such brands can use direct mail services offered by some companies to develop such information effectively.
Then it comes to creating printed material that impresses and sells brands, services, or products to the prospect. Some brands have an in-house printing team that makes direct mail equipment for them. Others outsource these services from other businesses that offer printing services. It is essential to ensure that the print equipment is optimized to appeal to and sell the product or service to the customers. The information included in the email should be easy to read and understand.
Final Thoughts
Direct mail is a method of advertisement where brands send their prospective customers mail to their physical addresses through the postal service. It is practical, especially for Baby Boomers and Gen X. When done effectively, it can potentially turn into a lucrative way of gaining new customers.