Why should one use direct mail for advertising?
Well, direct mailing offers both small and large companies the advantage to market their product or services to specifically targeted markets at reasonable costs. A company can offer coupons or discounts or again special offers for first time clients, or even propose client cards with specific discounts in certain periods. Potential customers will be offered a tangible and direct means by which to profit from your service or product.
In general direct mailing is cheaper than any other kind of advertising and can at the same time reach quite a number of prospective clients. Costs can be kept considerably low if the letters or pamphlets used are ordered in bulk and used again for additional mailing, with a time lapse of two or three months, which allows the campaign to provide additional backup to the first direct mailing send out.
Direct mailing can also be used to determine the potential niche of the market, to search for the possible clients. It can isolate various segments of the population, therefore provide important data as to who you should be targeting your advertising at. This will help you to prepare your next direct mailing campaign or any other marketing campaign you may have in mind, without wasting it's full effectiveness.
There are of course some disadvantages in direct mailing, notably that many people consider advertising through the mail as junk mail. This is way you may risk that the advertising you sent through the mail may be discarded and thrown away. This is why if you want your direct mailing campaign to be successful, you must persist and back up the first message you sent through the post. There must always be a backup to your direct mailing, the number sent off will be to your advantage, for the more messages you send out the higher the number of potential clients will be.
The costs can also be a disadvantage if you're not careful on how you present your message. If you use expensive graphics and presentation or sophisticated postage, the costs will quickly rise. You should be concentrating on the message you send out, for direct mailing to be cost effective.
You should be looking for a balance between costs and creativity if you want to be successful in your direct mail advertising campaign.