<h2 class = 'uawtitle'>What is the definition of Direct Mail?</h2><br />
<div style='font-style:italic;' class='uawbyline'>by Brad Chrysler</div><br /><br />
<div class='uawarticle'>The answer to that one used to be a cinch: direct mail was the actual, physical, good-old , printed piece mail that was hand-delivered by the good-old analog USPS. Today, there is no such unanimity on what direct mail marketing is. In fact, the answer seems to change by the day.<br />
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No longer limited to postal services, direct mail today can just as easily be an email, a text message, an instant message, a Facebook post or any one of a gazillion different types of social media communication, from chat room interaction to a wiki contribution.<br />
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The method of delivery for direct mail is important, sure. (And we'll go into the pros and cons of direct mail media below.) But even more important is distinguishing between direct mail and display advertising. Ads placed on the side of a website, and in an actual physical newspaper, are not directed towards anyone; they are billboards hoping frantically to catch anyone's attention that happens to glance over. Conversely, direct mail marketing focuses on speaking to people, treating them as individuals and getting as specific as possible.<br />
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In a perfect world, a fully-realized marketing approach that includes both old and new media may be the way to go. Herewith, a brief summary that will help clarify your thinking regarding your options. <br />
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USPS Direct Mail Advantages<br />
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* Less annoying: Customers may denigrate 'junk mail,' (at least when it comes at unwelcome times) but they hate email spam more;<br />
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*More engagement: It's more tactile, people can touch, see, even sometimes smell, a colorful mailer, which better captivates their attention;<br />
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* More accuracy: Because direct mail has a predigree, its lists will be generally accurate -- at least for the foreseeable future. Email lists, many of which are generated online, are much less so.<br />
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Disadvantages<br />
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* Cost: Designing, printing, mailing and list costs are not cheap; email, by comparison, is cheap as dirt;<br />
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* Response rate: A good response rate for direct mail is 2 percent. It's not out of the realm of possibility to beat that figure through targeted email;<br />
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* Not environmentally friendly: DM produces paper trash which is often not recycled.<br />
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Email/Text messages Pros:<br />
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*Cheap: Even if response rates are low, you're taking less of a hit than if you were to launch a direct mail campaign;<br />
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*Fast: Not only can prospects receive messages as soon as you think of them, responses can also start pouring in immediately;<br />
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* Flexible: You can alter headlines, boost offers, even totally change the whole email in a moment, then resend in minutes. With printed DM, that process would take days<br />
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Cons<br />
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* Will your email even hit the inbox? With spam-blocker software use growing, it's problematic. People are loathe to click on email, even from companies with whom they're familiar.<br />
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*Lists: Decent email lists are hard to come by; you never know how good they are beforehand. But this is a problem with regular print mail, as well. Pick your mailing company wisely.<br />
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*Be careful: The CAN-SPAM law is of the highest importance. The general rule is you can't email to any recipient who hasn't given their thumbs-up to it, even if that approval was to a third party.<br />
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What's the take-away from all this? Do your homework. Then choose the medium -- or media -- which is right for your campaign.<br />
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<div style='font-style:italic;' class='uawabout'><br />
About the Author:<br />
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<div class='uawlinks'>Want to find out more about <a href='http://www.example.com'>direct mail and email campaingns</a>, then visit <a href='http://www.commercial-letter.com/comlet/559-2/'>Commercial Letter</a> to see some great examples of integrated campaigns.</div><br />
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New Unique Article!<br />
<br />
Title: What is the definition of Direct Mail?<br />
Author: Brad Chrysler<br />
Email: keith@net-ahead.com<br />
Keywords: direct mail, email, marketing campaigns, business<br />
Word Count: 548<br />
Category: Marketing<br />
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