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COMPETITIVE MEDIA

Direct Mail



Media Facts   Advantages   Disadvantages   Plus Radio   Glossary of Terms

Advantages

  • While overall response continues to increase, there was a slight (2%) decrease in overall mail delivered according to the USPS. This is most likely due to better targeting and larger budgets directed to online efforts. (2016 USPS Household Diary Study)

  • Messaging can be personalized with the intended recipient’s name – well-designed pieces can make the recipient feel that the piece was created expressly for them, engendering a feeling of trust

  • Can be cost effective, depending on design and production methods

  • There’s no limit to the length of the message – can be a few lines on a postcard or a sophisticated package

  • Direct Mail is less disruptive in comparison to online ads.
  • A well-designed direct mail piece makes it easy for prospects to respond by including a response card of a postage-paid envelope for privacy
  • Response rates are easily measured – pieces can be coded so the business can determine where customers are coming from
  • Flexible – can be as simple as a card of flyer or may contain an actual free product sample
  • Businesses can build databases based on responses to mailings, and maintain current database
  • Mailings can be targeted within specific geographic areas or by interests of recipients

  • Even though costs are high, scale and ROI remain strong when direct mail is delivered to a well targeted audience.