Direct Mail Marketing
All of that mail you received was called ‘direct marketing.’ With direct marketing, companies use paper mail – such as coupons, postcards, and letters – and send them in bulk to postal customers. Many times, these direct marketers buy a list of people who are interested in a particular subject, and send them related material.
Now, how often does this work? In the first paragraph, we noticed that most of the direct, or ‘junk,’ mail was thrown away. It has to work, otherwise businesses wouldn’t send it – it wouldn’t be profitable.
The Upside of Direct Marketing
Direct marketing is a tried-and-true source of income for marketers. While it can be initially expensive, the return rate after a few mailings increases exponentially.
With direct marketing, you’re targeting a very specific group of people – which is much more effective than advertising with a newspaper or on television. By targeting a specific group of people, you’re able to make your materials cater to their specific needs, and people are more likely to respond if they feel you understand their issues.
Direct marketing also makes giving coupons and samples much easier. Instead of having people standing around an in-store display (which, of themselves can be lucrative), you can send 1,000 people samples and coupons – and get a better return than an in-store display. You can’t beat that!
The Downside of Direct Marketing
As I’ve mentioned before, direct marketing is often referred to as junk mail. Indeed, it takes a concentrated marketing plan to see good results from direct marketing. It’s said that it takes at least 7 viewings for your piece to stick out in the prospect’s mind, so direct mail is by no means a one-shot effort.
It’s easy to waste money in direct marketing, especially since your piece is considered junk. With the proliferation of junk mail these days, your mailing has a big chance of being ignored. Also, direct marketing can be costly. With the high cost of mailing lists and the competition for attention, direct marketing can have a high cost per contact.
However, don’t be discouraged. Direct marketing is a tried-and-true marketing method, and many companies swear by it. In order to have a really effective direct marketing campaign, you must ensure that you have a marketing plan and strategy in place, along with top-notch materials. With this information and materials in hand, your direct marketing campaign may be a success!
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