Direct mail marketing – the process of using a printed piece to communicate directly with a selected audience – is experiencing a renaissance. The surprising popularity of the federal Do-Not-Call registry for telemarketing, combined with public ire at Internet-based spam, is causing renewed interest in using the mail to create leads or generate orders.
Direct mail offers several benefits over other marketing techniques:
• Targeting. Prospects can be targeted by using a list containing individuals or businesses that meet a specific set of criteria.
• Measurable results. The results of a direct mail campaign can be evaluated by computing a cost per lead or cost per sales transaction.
• Flexibility. Direct mail literature can be personalized or tailored to the individual receiving it.
• Affordability. Even a modest advertising budget can fund a successful direct mail campaign.