Diversified direct mailing

Diversified direct mailing is a marketing strategy that involves sending a variety of mail pieces to a targeted audience to increase the effectiveness of the campaign. This approach is also known as "multi-touch" or "multi-channel" marketing.

The idea behind diversified direct mailing is to use a combination of different mail pieces, such as:

  1. Postcards: A quick and cost-effective way to grab attention and promote a specific offer or promotion.
  2. Letters: A more personal and detailed way to communicate with customers and prospects, often used for sales or renewal purposes.
  3. Brochures: A visual representation of a product or service, often used to educate customers about a specific offering.
  4. Catalogs: A comprehensive collection of products or services, often used to showcase a wide range of offerings.
  5. Envelopes: A simple and cost-effective way to send a message or promotion to a large number of people.
  6. Self-mailers: A single piece of mail that includes all the necessary information, such as a letter, brochure, or catalog.
  7. Inserts: A small piece of paper or card that is inserted into a larger mail piece, often used to promote a specific offer or promotion.

By using a combination of these different mail pieces, businesses can:

  1. Increase the effectiveness of their marketing campaigns by reaching a wider audience and increasing the chances of getting noticed.
  2. Target specific segments of their audience with tailored messages and offers.
  3. Build brand awareness and recognition by using a consistent visual identity across all mail pieces.
  4. Encourage customer engagement and loyalty by sending personalized and relevant messages.
  5. Measure the effectiveness of their campaigns by tracking the response rates and conversion rates of each mail piece.

Some benefits of diversified direct mailing include:

  1. Increased reach and frequency: By using a combination of mail pieces, businesses can reach a wider audience and increase the frequency of their messaging.
  2. Improved targeting: By using different mail pieces to target specific segments of their audience, businesses can increase the effectiveness of their campaigns.
  3. Enhanced customer engagement: By sending personalized and relevant messages, businesses can increase customer engagement and loyalty.
  4. Better measurement and tracking: By tracking the response rates and conversion rates of each mail piece, businesses can measure the effectiveness of their campaigns and make data-driven decisions.

However, diversified direct mailing also has some potential drawbacks, such as:

  1. Increased costs: Using a combination of mail pieces can increase the cost of the campaign.
  2. Complexity: Managing multiple mail pieces and tracking their effectiveness can be complex and time-consuming.
  3. Over-saturation: Sending too many mail pieces can lead to over-saturation and decreased effectiveness.

To get the most out of diversified direct mailing, businesses should:

  1. Define their target audience and goals.
  2. Choose the right mail pieces for their audience and goals.
  3. Use a consistent visual identity across all mail pieces.
  4. Track the effectiveness of each mail piece and adjust the campaign accordingly.
  5. Use data and analytics to inform their marketing decisions.