The key is to target the correct demographic (See also Targeted Marketing). Though consumers can become ad-blind, there is a significant return on direct mail marketing. For what kinds of customers is direct mail marketing effective? The March of Dimes has had phenomenal success with this method representatives there have added that the secret to direct mail contributions is to contact people often. One common method for charities is to send free return address labels to potential donors-accompanied by a giving slip and return envelope. It might come in the form of a “personal” letter or as a postcard with an appeal for or against a candidate, an additional tax, or new legislation.Ĭharities and non-profit groups also use direct mail marketing to fundraise. Politicians and special-interest groups use direct mail to appeal for donations or votes. Banks send offers promising a free $50-150 if customers open a checking account with a direct deposit. Department stores send $10 coupons, knowing most customers will spend more than $10 once inside. Some companies give away (potential) money outright in their direct mail campaigns. Additionally, they entice consumers to look through these coupons by promising that $100 has been inserted into 10 random envelopes. For example, you might already receive an envelope from ValPak, a direct mail company that sells space in its envelopes to a variety of local businesses offering coupons and discounts. Who implements direct mail marketing?Ī wide variety of organizations and companies employ some form of direct mail marketing. Therefore, companies that wish to maintain a positive reputation use an “opt-in” policy for marketing email, targeting only interested customers. However, it’s worth bearing in mind that 37 states now have laws regarding “spam,” or unwanted junk email. Some other direct mail marketing strategies include postcards, coupons, special offers, advertising circulars, free newspapers, free trial CDs, catalogs, and pre-approved credit card applications.Įmail marketing is now a very popular offshoot of direct mail marketing (See also Email Marketing). What is direct mail marketing?Īnyone with a mailbox receives some type of direct mail marketing-be it a 15-percent-off coupon for Kohl’s or Macy’s sent exclusively to store credit-card holders, or a mailing from a local real-estate broker informing you of the current market value of your home (See also Promotional Marketing). Using creative strategies, direct mail companies can grab the attention of their ideal consumers and entice them to do purchase goods or services. By using the proper research tools, companies can send their messages directly to specific demographics, targeting the most likely customers. While perhaps not as splashy as other forms of marketing, direct mail marketing is one of the most cost-effective, minimally intrusive form of advertising. They want to be sure they’re reaching the demographic that’s interested in what they do, say, or sell. They don’t want to waste money advertising products and services to those who aren’t in their target market. How can a marketing school help you succeed?Ĭompanies want to reach their customers using the most efficient and cost-effective ways possible.What career titles work with direct mail marketing strategies?.How is a direct mail marketing campaign developed?.For what kinds of customers is direct mail marketing effective?.
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