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Direct Mail

Media Facts  Advantages  Disadvantages  Plus Radio  Glossary of Terms  Create a Profile

Disadvantages

  • Cost of designing and producing an effective direct mail advertisement can be high
  • Timing of distribution is often critical to direct mail campaigns, but design, production and mailing times can be difficult to predict
  • The mailbox is typically a cluttered environment – the direct mail piece is delivered with many other pieces
  • Targeted mailings are only as good as the mailing list used – addresses can be out of date. Some consumers will ignore direct mail pieces because they feel that the print mail/catalogs seem like they serve other people's needs, not people like me
  • Targeted mailings are only as good as the mailing list used – addresses can be out of date. Some consumers will ignore direct mail pieces because they feel that the print mail/catalogs seem like they serve other people's needs, not people like me
    (Source: Marketing Sherpa)
  • Privacy policies – "Do Not Mail" lists
  • A single mailing seldom produces results, so multiple mailings over time are required, accumulating costs
  • The great amount of direct mail that is tossed has environmental implications, and that fact alone may lead some consumers to object to this form of advertising

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