Direct mail does work

Direct Mail is any type of communication with a customer or prospective customer that involves putting something in the post. This can be a letter you write to one customer or a large scale mailshot to tens of thousands of prospects.

With the advent of internet and email, it is often overlooked as old hat and ineffective. This perception is sustained by the fact that we all receive so much “junk mail” and just bin it. But the fact is – all these companies, many of them spend hundreds of thousands on it, would NOT still be doing it if it didn’t make them a profitable return.

Why should you do it?

• It is a very precise way of reaching your target market using very specific criteria.



• If done well, it is a very personal form of communication which generally will be more effective than more generic forms



• It gives you more opportunity to get your full message across. With ads you are limited with space. With Direct Mail you can, within reason, use as much space as you need.



• It is a great way to compliment any other marketing activity – you should never depend on only one form.

The key is to follow a few simple guidelines:

• Make sure you have a good quality database



• Make your copy interesting



• Test, test and test your direct mail campaign



• Understand the long term value of customers



• Be clear about your objectives