Direct mail is a complex and fascinating marketing medium - potent in its effectiveness. This information is designed to acquaint you with some proven facts well worth considering when coordinating your advertising plan.
Many companies use direct mail and dont even realize it. Most people associate direct mail with getting an order by mail (this is really termed mail order). Some other uses, however, are: generating sales leads, developing a corporate image, educating customers, motivating sales forces, creating brand preference, introducing new products, promoting a Web page site, and many other types of response too numerous to list. In effect, direct mail is a valuable communications tool which can be used to send messages to selected individuals. It can be used alone or combined with other media to reach your objectives.
One of the unique features of direct mail is its ability to target your market. In comparison, a space advertisement in a trade publication (while directed to a specific audience) will receive attention by many unqualified readers. Even though these readers may not respond to your offer, you are paying for the entire circulation of the publication either overall or, in some instances, controlled. With direct mail, you can control the circulation of your message from lists of millions down to 1 specific market or company and even down to a certain individual.
As an example, in a top vertical publication (intended for a specific interest group) only 29% of the readers were involved with a specific type of product. This percentage is further reduced by the number of companies involved with a specific size and capacity require-ment. Overall were looking at approximately 5 % of the total circulation. In reviewing this information and attaching cost figures, you'll find that suddenly, on a cost-per-inquiry basis, targeted direct mail is often the best method to get results. Were sure youll agree its better to spend $5 to reach one qualified individual than it is to spend $500 and reach only one qualified person out of a thousand.*
* Costs are for illustrative purposes only.