Now days marketers are re-discovering the effectiveness of direct mail advertising. It is faster, more efficient and economical way to grab the consumer’s attention. Less mail means that your postcard or letter is more likely to be read, so response rates to direct mail advertising are trending upward. Its positive effect can be measured directly and quickly. It has a tremendous potential to reach a very specific and select audience. Further, direct mail is a great way to stay in touch with your current customers and keep them up-to-date on special offers or announcements.

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TECHNOLOGY
How Marketers Are Rediscovering
the Value of Direct Mail
By Randy Lisciarelli

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Why Direct Mail Is Not Dead
Take the increasing presence of such sites as Face book,
Pinterest, and Tumbler. Then add ever-present Tweets, blogs,
and other social media, and the first impression is that digital
media represents the dominant form of modern marketing.
Such “old school” methods as direct mail and other printed
media must be dead in the water, right?
Not necessarily. According to the Direct Mail Association
(DMA), 65 percent of consumers of all ages purchase products
because of direct mail appeals. It is both efficient and cost
effective. Last year, the DMA reported a 4.4 percent response
rate for direct mail, including business-to-business and
business-to-consumer mailings. That is considerably higher
than industry expectations, an indication that direct mail is
not only alive and well, but experiencing a renaissance.
Because of such results, an increasing number of clients
(including those in advanced technological fields) understand
the value of direct mail. So now it is up to marketers to decide
whether to maximize their online spending and search for
another channel, or enjoy the response rates and satisfying
developments available through direct mail.

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Targeted Communication
Direct mail is one of the most reliable and effective media a company can use for marketing a
product, service or brand. It enables the transmission of an appropriate communication that
conveys the benefits to a specific audience. In addition, it has the ability to initiate and
nurture relationships with your customer. Through direct mail, customers can get to know
you, as well as provide the knowledge you need to meet their specific needs. This builds
relationships—and sales.
It is often distinguished by fresh tactics designed to reach new customers, usually by means
of spontaneous communications. This offers an incentive or enticing message to get
consumers to respond.

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Steps to Success
Focus on your client
For successful direct marketing, it is important
that you listen to your clients and respond to
them. This will increase the chances of offering
what a specific group of customers need while
including special offers to enhance value and
response rates. Targeting a specific list of
consumers is the key to reaching the mailing’s
goals.
So, how does successful direct mail work?

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In the past, it used to take weeks to develop a
campaign concept and print direct mail pieces.
However, thanks to print-on-demand
technology, direct mail is much faster, enabling
companies to use it alongside other sales and
promotion efforts. With seasonal merchandise,
this flexibility is particularly important.
For example, if a clothing store offers a sale in
the middle of the year, direct mail can remind
clients of the latest collections and offers.
Timing is everything

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Start collecting direct mail pieces as a reference
library. Focus on those aimed at your audience
and analyze the sender’s intentions, graphics,
calls to action, and other elements. The goal is to
understanding the right format for each product
or service.
For example, a mailing for financial services
should be professional and credible, while glitzy
pieces work well for fashion-related services.
Use the appropriate format

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For decades, direct mail list has worked well for
dealers. A direct mail list from a good dealer will
be tightly targeted at desired customers.
Include customers who have responded or
purchased previously, as well as former
customers who might return with an enticing
offer. Paying attention to such details will repay
an investment many times over.
Use better quality of direct mail lists

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In today’s hectic world, consumers tend to read
postcards more readily than something in an
envelope they can easily discard.
An effective direct mailer doesn’t necessarily
have to be expensive. A postcard tends to be
effective; the client understands the offer
within seconds of glancing at it. Large
postcards tend to get more recognition, so you
may want to try this size.
Try postcards

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It is vital to value customer’s opinions and meet their specific days. In today’s
world, intelligent marketers are investing in clients by providing them with
outstanding services and value.
Achieve excellent value

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Studies show that clients today are receptive to
new ideas, including rediscovering direct mail’s
value. It gives sufficient time for consumers
who are more likely to read a letter delivered
by mail than an unsolicited e-mail.
A majority of clients prefer to receive direct
mail instead of digital spam, as shown by its
response rate, which is 30 times higher than e-
mail.
Comparing Direct Mail to E-mail

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Its advantages over e-mail marketing include:
 Higher response rates.
 More trustworthy.
 Uncovers more prospects.
 Less competition.
 Longer shelf life.
 More selectivity.
 Higher delivery and open rate.
 More safety and control while increasing web traffic and
online sales.
 Allows the use of discounts and coupons.
Since direct mail advertising can be quite effective, every
business owner should consider it. However, the type of
direct marketing that will work for your business depends on
your industry. This much is sure: It is worth checking out—
today!

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Direct mail service
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