How direct mail advertising works
Direct mail advertising is a form of targeted marketing where businesses send physical mail pieces, such as letters, postcards, or catalogs, directly to potential customers. Here's a step-by-step explanation of how direct mail advertising works:
- Targeting: The advertiser identifies their target audience based on demographics, behavior, or preferences. This can be done through data analysis, surveys, or market research.
- List creation: The advertiser creates a list of potential customers who match their target audience criteria. This list can be purchased from a list broker or compiled in-house.
- Design and production: The advertiser designs and produces the direct mail piece, which can be a letter, postcard, catalog, or other format. The piece should include a clear message, compelling offer, and a call-to-action (CTA).
- Mailing: The direct mail piece is mailed to the target audience using the United States Postal Service (USPS) or a private mail carrier.
- Delivery: The mail piece is delivered to the recipient's mailbox, where it is sorted and delivered by the USPS or private mail carrier.
- Response: The recipient receives the mail piece and may respond to the offer or CTA by:
- Calling a phone number or website
- Visiting a physical store or website
- Filling out a reply card or form
- Making a purchase
- Tracking and measurement: The advertiser tracks the response rate, conversion rate, and return on investment (ROI) to measure the effectiveness of the direct mail campaign.
- Follow-up: The advertiser may follow up with non-responders or non-buyers to re-engage them or offer additional incentives.
Types of direct mail advertising:
- Letter mail: A personalized letter sent to a specific individual or household.
- Postcard mail: A postcard sent to a large number of recipients, often with a simple message and CTA.
- Catalog mail: A multi-page catalog sent to a large number of recipients, often featuring a wide range of products or services.
- Self-mailer: A mail piece that does not require an envelope, such as a folded brochure or a self-mailing postcard.
- Variable data mail: A mail piece that includes personalized information, such as the recipient's name or address, using variable data printing.
Benefits of direct mail advertising:
- Targeted: Direct mail allows advertisers to target specific audiences based on demographics, behavior, or preferences.
- Measurable: Direct mail campaigns can be tracked and measured, allowing advertisers to adjust their strategy and optimize their ROI.
- Tangible: Direct mail pieces are physical and can be held, touched, and shared, making them more memorable than digital ads.
- Cost-effective: Direct mail can be a cost-effective way to reach a large audience, especially when compared to digital advertising methods.
- Long-term: Direct mail pieces can remain in the recipient's mailbox for weeks or even months, providing long-term exposure and potential for repeat business.
Common challenges and considerations:
- Cost: Direct mail can be expensive, especially for large-scale campaigns.
- Competition: The mailbox is a crowded space, and direct mail pieces may compete with other mail and advertising.
- Data quality: The accuracy and quality of the mailing list can impact the effectiveness of the campaign.
- Design and production: The design and production of the direct mail piece can be time-consuming and costly.
- Environmental concerns: Direct mail can generate waste and contribute to environmental concerns, making it important to consider eco-friendly options and recycling programs.