Direct mail advertising remains a very viable industry. In 2003 direct mail marketing comprised 43% of all mail in the United States. This shows that the general public still wants to receive ads directly sent to their door. While the influx of social media advertising has the appearance of "taking over”, many consumers still prefer not to be inundated with spam type emails. They also don't want to do time consuming Internet searches to see if their local fitness center is offering any promotions for new members.
What is direct mail advertising?
Direct mail advertising has been around for decades. It is different from other forms of ad-mail in that the advertisements are generally mailed alone rather than bundled with a group of other ads, such as a flyer bundle or envelope pack. Direct mail advertising
also utilizes techniques to ensure your marketing is reaching the target areas that are of interest to you. Data analysis will determine where your potential client base is located and send your mailers to that area exclusively. It doesn't make good financial sense to spend advertising dollars in areas that may never offer a return on investment. Simply put, you don't want to have your direct mail postcards
for your business sent to areas where people just wouldn't be able to make it to your establishment or might have no interest in what you have to offer.
How does direct mail work?
Direct mail is a very successful marketing tool. Even in today's technology and media based world, people are still looking at and responding to direct mail advertising. Knowing your target market is the first step to successful direct mailing campaigns. Work closely with a company that specializes in this type of marketing to determine what is involved in finding your demographic. Once you have determined where your potential clients reside, the next step is to develop a great ad. You want to create something that will stand out from the rest of the mail that your customers receive. Some of the best direct mail campaigns are the ones that have a call to action such as a coupon, or "bring the ad in” to receive a gift or complimentary service. The ad will develop interest in your product – once they are in the door it's your chance to shine and make the sale!
Direct mail vs. media
While both types of advertising are very effective in the marketplace today, there are advantages to direct mail over media marketing. Depending on the type of business you operate, your potential clientele may not computer savvy. In this case, mailings could be the only opportunity you have to reach your customers. Direct mail ads have another advantage over media in that they offer a tangible way to deliver a coupon or other special offer that your clients will want to use. Media advertising works well for things that people might search for often online, but for other services, such as a quick oil change location or a new dry cleaner, direct mail could be the only way for people to know you are in their neighbourhood and you want to know them.
Direct mailings are still a very reliable means of advertising, even in the data age. You will get your business in the door of your potential clients with a direct mail advertising service.