Media Facts Advantages Disadvantages Plus Radio Glossary of Terms
While overall response continues to increase, there was a slight (2%) decrease in overall mail delivered according to the USPS. This is most likely due to better targeting and larger budgets directed to online efforts. (2016 USPS Household Diary Study)
Messaging can be personalized with the intended recipient’s name – well-designed pieces can make the recipient feel that the piece was created expressly for them, engendering a feeling of trust
Can be cost effective, depending on design and production methods
There’s no limit to the length of the message – can be a few lines on a postcard or a sophisticated package
Direct Mail is less disruptive in comparison to online ads.
A well-designed direct mail piece makes it easy for prospects to respond by including a response card of a postage-paid envelope for privacy
Response rates are easily measured – pieces can be coded so the business can determine where customers are coming from
Flexible – can be as simple as a card of flyer or may contain an actual free product sample
Businesses can build databases based on responses to mailings, and maintain current database
Mailings can be targeted within specific geographic areas or by interests of recipients
Even though costs are high, scale and ROI remain strong when direct mail is delivered to a well targeted audience.