Direct mail often called direct marketing or direct response marketing.It is a marketing technique in which the seller sends marketing messages directly to the buyer. Direct mail include catalogs or other product literature with ordering opportunities sales letters and sales letters with brochures.
Advantages
- Message can be as long as is necessary to fully tell the story.
- Effectiveness of response to the campaign can be easily measured.
- Total control over the presentation of the advertising message.
- Marketing message can be personalized, thus helping increase positive response.
- The ad campaign is hidden from the competitors until it's too late for them to react
- The advertising message is targeted to those most likely to buy the product or service.
- Active involvement - the act of opening the mail and reading it -- can be elicited from the target market.
- Long lead times are required for creative printing and mailing.
- Can be expensive, depending on your target market, quality of your list and size of the campaign.
- Some people do not like receiving offers in their mail and throw them immediately without even opening the mail.
- Producing direct mail materials entail the expense of using various professionals - copywriter, artists, photographers, printers, etc.
- Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the quality of the mailing list.