Direct MailMarketing

Characteristics of Direct Marketing

Direct Marketing has two distinct characteristics that separates it from other forms of marketing. Direct marketing involves sending messages directly to the prospects without using media intervention techniques. This uniquely unsolicited communication is sharply Targeted Mail focused on driving purchases with promotions that have trackable response measures in place..

Direct Marketing covers Telemarketing and Direct Mail Marketing communications with Businesses and Consumers. This type of response marketing is specifically choosen by both Small Business and Mortgage Marketers. Today with the ability to access Consumer Data and Credit Scored Lists, Direct Marketers can channel exact candidates with this compelling tool.

Past Problems with Direct Marketing

While Telemarketing was once a marketing practice that brought in good revenue for many businesses, there came a point unfortunately when calls after hours became a frustration in many households thus tarnishing the practice. Also tarnished was Direct Mail when junk mailers exploded on the horizon. The first Paper Direct Mail Services started when the Sears Catalogue began, things were great, selling products and connecting consumers with a vendor was a win-win situation; but as time went on printing presses were putting out poor mailers by the millions and the Direct Mail Market suffered under the weight.

Why Direct Mail Is A Good Investment

Sending out Direct Mail Marketing to a target audience has its advantages.  Certainly, the letter never gets tired of being sent over and over again.  Sales people, on the other hand, have episodes of fatigue and burnout.  Letters never complain and need no compensation for the work they do.  Salesmen, in contrast, seek rewards for their efforts and may grumble about doing the same things repeatedly. Marketing letters deliver the message completely and flawlessly every time, considering that the letter is well written and well prepared.  Conversely, sales agents can either commit a mistake or omit an essential part of the presentation when under extreme pressure or exhaustion, thus making a negative impression on the client.

When used the right way, Postal Marketing Direct Mail can introduce a company’s latest products and sell these to a wider market, induce current customers to send referrals to their acquaintances, and convince clients to continue buying merchandise from the same company.  Direct Mail Marketing can also be used to draw new readers for newsletters or magazine subscriptions and gather adequate testimonials for certain product lines.

Writing essentials:

• Artistry.  Simplicity is the rule.  Keep the Direct Mailer to the point.  Avoid clutter by using headlines, subtitles, and bullets.  Keep the background simple to keep the reader focused on what you have to say.  Minimize the use of italics and upper case letters.  
• Technique.  Always keep the target audience in mind when writing.  Adjust your method accordingly.  When you have housewives as a target market, stay off he technicalities of the oven you are trying to sell.  But make sure you inject a few essential items about the technology like how it can save energy consumption for the household.  State things explicitly and avoid unnecessary flowery words that may confuse.  Use technical jargon only if you are sure the intended addressees will be able to understand you.  Keep the tone conversational. Too formal a tone may discourage your reader from proceeding to the other parts of your message. Try to relate to the customer’s needs.
• Appeal.  Use catchy phrases for headlines or subtitles.  Give testimonials from reliable and of course verifiable sources. Include reminders and special offers to entice the customer to respond to your letter. Draw on the emotions of your target audience.  Remember that readers respond more to products that appeal to their emotions and ideals.
• Individuality.  Build on your distinctiveness.  Identify the things that set you apart from the rest of the pack and clearly convey these to your clients.  Know your strengths and highlight these. 
• Essentials.  The attention-grabbing Targeted Mailers Johnson box.  This important space that should be included in the letter with the offer, the main product, the company name, contact numbers, websites, services, expiration of the date of the offer and the guarantee.

When you’re looking for a fast, efficient, and cost-effective way of selling your products, Call one of our Advertising/Marketing consultants today to learn about our Direct Mail Services.

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