Direct Mail Marketing

Direct mail marketing is a way of reaching a target market directly. There are several different ways that direct marketing can be applied, but they are all characterised by their direct approach. Probably the most common form of direct mail marketing is in mass mailings to a list of known buyers of a particular type of product. Sometimes this is less targeted and the result is often known as “junk mail” that usually gets thrown into the wastepaper bin without being opened.

Today, direct mail marketing can be applied to a marketing drive through email. This is a more immediate form as it is usually easier and cheaper to buy targeted lists. However, the law governing the use of email is considerably more strict than that of postal mailing, and it is much easier to fall foul of the law and end up being prosecuted. Direct marketing through email works best when a list has been created from scratch through an op-in system, whereby each person on the list has agreed to be there. The resultant list is extremely focused and targeted, and often very responsive too. This in turn can mean much greater profits for no extra effort.

Direct marketing can also take the form of leaflet distribution on a door-to-door basis. This form of mass marketing can be extremely effective if carried out with careful planning and execution. It requires a person, or many persons, to physically go to houses and deliver a pre-printed leaflet of a promotional nature through the letterbox in the door of each house. This approach is not always a wanted one, and some people can get annoyed when they receive something they did not ask for. However, if the mailing is not a completely obscure one, it is highly likely that many people will find the offer useful, and they will subsequently take the required action, which is usually buying whatever item or service is on offer.

The typical response to direct mail marketing can be quite low if the offer is not tightly focused and targeted to a segment of the population that is known to be interested in the offer. Even when the offer is an excellent match for the people who receive it, the conversion rate can still be perhaps 2% or 3% at best. When you consider that most of the time the recipients of direct mail marketing are not an excellent match for the offer, it is no wonder that the average conversion rate is usually in the order of less than 1%.

Direct mail marketing usually depends on large numbers to make the offer a viable one. It is common to have companies mail out their offer to many tens of thousands of households, and mailings to households in the six figure, and even seven figure range, is certainly not uncommon. For this reason, each mailing needs to be cost effective if only one in every hundred is acted upon, on average. For large companies this can work out very well, and direct mail marketing is an extremely profitable method of reaching a targeted audience.

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On January 16th, 2012, posted in: Direct Mail Marketing by jason


3 Benefits of Leaflet Marketing Over Online Marketing

Leaflet marketing and other forms of traditional marketing sometimes feel like a relic from the past, and it often seems like online marketing is taking over. At least, that is what we constantly seem to be reminded of. However, leaflet distribution still has a very important role to play, and there are still some major benefits it provides that you cannot get with online marketing. Here are three of the most important.

1. Get Your Message Straight into the Hands of Your Targets

There is nothing more direct than getting a physical message into the hands of your targets, whether that is in the form of a leaflet, brochure or flyer. If someone actually picks up your marketing material then it means that they have definitely seen it and there is more chance that they will pay attention to what it contains.

This can be even more effective when you decide to carry out a leaflet distribution campaign where your leaflets are sent out on their own instead of with leaflets from other companies.

2. Provide a Physical Message Your Targets Can Keep

A well-designed leaflet, brochure or flyer is sometimes kept by the customer rather than thrown away, and this provides more chances to make sure your message gets noticed.

When carrying out a door-to-door mailing campaign, if you create good quality, attractive leaflets with a great design, and make sure that they include important details like your telephone number and address, you can increase the chances that your targets will hold onto them for longer.

Online marketing is more temporary, and people often see a message and then forget it. With a physical product, it can stay in their homes and provide a constant reminder of your service.

3. Repeat Your Message Continuously

Leaflet distribution works so well because the message is repeated over and over again. People typically need to see a marketing message many times before acting on it, and because letterbox distribution is so affordable you can use leaflet distribution to get that message into their hands over a period of many months. Then when they decide they want to use the service you offer, they will come straight to you.

Leaflet Marketing Has a Large Role to Play

Online marketing can certainly form an important part of a marketing strategy, but don’t ditch traditional methods just yet. Doorstep marketing in the form of leaflet distribution and flyer delivery is still one of the best forms of marketing and it has many advantage over online methods, so stick with leaflet distribution and enjoy more success from your marketing.

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On January 4th, 2012, posted in: Marketing by jason

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