Direct mail

Direct mail is one of the more popular forms of direct marketing options. Simply put, direct mail is used to advertise products and services through a range of printed literature, which is subsequently posted directly to the business or home address of recipients.

For many, direct mail is currently a vastly underestimated marketing tool; the reasons are explained below.

The advent of digital marketing, along with its perceived low cost, put direct mail to the back of the queue in many marketing budgets – until recently that is!

In the past, due to a very favourable response rate, direct mail was so popular that we all became inundated with mail, both in business and in our personal life. Hence, due to the high volume, it was often ignored. Therefore, the return on investment suffered considerably. However, recent data has shown an emerging change! Due to the lower volume of printed material currently arriving through the post box it is now much more noticeable when it does. Consequently, the response to direct mail has increased considerably. Current response rates have returned to a point where it is exceeding its previous levels, overtaking many other forms of marketing for return on investment.

Does direct mail have to be high volume?

For some, the answer is often “yes”, but that’s not always the case. In some circumstances, the cost of preparing the marketing document, including the concept, creative design, artwork, and printing, would normally mean that it needs to be produced in reasonable quantities to be cost-effective. However, mailing existing or new company brochures, along with an appropriate letter, can be a very cost-effective way of direct mail marketing. Even a ‘special offer’ document can be drip fed progressively into the postal system. This has the added benefit of a creating a much more manageable phased response rate from your mail. It removes the problem of you responding to a very high volume of responses with urgency in a short space of time. In addition, the advent of digital printing has also helped to reduce the cost of lower print volumes.

There are various direct mail formats available, including brochures and letters, catalogues, newsletters, magazines, postcards and a variety of bespoke items etc. The options need to be carefully considered for each mailing as some will work better than others depending upon the type of the campaign. Remember, some formats will cost more than others, both in production as well as postage, so format selection is important when determining campaign costs and the potential ROI.

David Antrobus Marketing is highly experienced in the creation and execution of effective direct mail campaigns, and we are always available to advise you on the most appropriate format for your marketing needs.

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