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A d v e r t i s e m e n t s |
DIRECT MAIL
DIRECT MAIL DIRECT MAIL may be defined as personal messages sent to named customers an /or prospects, either at work or at home. Characteristics of direct mail Direct mail can be classified into two, broad categories, namely business-to-business and customer mail. Whatever their type, all mail shots ought to be addressed to a specific person, whether the owner purchasing manager of a firm, the head of the household or whoever. It is this personalization which distinguishes it from unnamed and unaddressed junk mail, and which contributes so much to its success. Direct mail is the third largest advertising medium in the United Kingdom, following the press and television and is finding increased relevance in the Indian scenario. Benefits of direct mail Direct mail is a highly versatile medium. It may be used to address business and / or individuals, at work and/or at home. The medium is extremely targetable. If you possess scrupulously accurate contacts lists built up from your own resources or rented or purchased from other organizations, you can pinpoint and put across your message to a very precise audience in\ identified by name, address, occupation, income, interests or however you wish categorize them. As the name implies, this is also a very direct medium. It allows you to cut straight through wholesalers and retailers to deliver your message directly to the end buyers and users. Direct mail is a relatively easy-to-measure medium. You know precisely who have been sent mailshots, when they would have received them and how many were delivered in total. Assuming that you keep adequate records, you will also be able total exactly who and how many have or have not responded. Direct mail is generally considered to be a cost-effective medium for advertisers. Other media may boast that they can reach 1,000 people or whatever at a lower price per person, but fail to mention that only a handful of these are likely to be existing or prospective customers. As a highly specialized medium, direct mail also needs to be tackled with skill and expertise to produce quality result. It is not always easy to be existing or prospective customers. As a highly specialized medium, direct mail also needs to be tackled with skill and expertise to produce quality result. It is not always easy to obtain and maintain accurate mailing lists, free of the names of business that have closed down and people who have changed jobs or moved homes. It is hard to put together a mailshot, produce an eye-catching envelop, write a persuasive sales letter and decide what else should be tucked into the envelope as well. E-mail: info@triimart.com
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