Reaching the Consumer
“Reaching the consumer with the message is not the hard part of direct marketing. What is difficult is getting consumers to stop, read the message, remember it, and then act on it.”
Successful direct mail evokes emotion
More than 50% of households claim they want to receive more or don't mind getting some advertising mail.
84% of respondents open direct mail because they recognize the company who is sending it.
Adults aged 22-34 are most likely to respond to direct mail pieces.
Previous customers of an organization are much more likely to respond to direct mail offers.
The average customer receives 20.01 pieces of mail per week.
Direct Mail pieces from the government sector are most likely to be read, followed by merchants, then social, charitable, or political organizations.
Benefits of Direct Mail
Targeted—it allows you to focus on your specific audience, directing your campaign to the people you want to reach.
Personal—can address customers by name. you can craft messages that are for them, addressing their needs and appealing to their interests
Flexible—can be sent in a variety of formats, including letters, postcards, or brochures. You can be creative with colors and graphics, and even offer free samples of your products.
Tangible—customers can hold your mail, referring to your message as often as needed. Coupons or samples included in your mail help encourage customer interaction
Measurable—the results of your direct mail campaign can be tracked by counting the results or inquiries it generates. You'll know what worked and adjust your plans accordingly.
Cost effective—a direct mail campaign makes your advertising dollars go further, because targeted messages go directly to the people you want to reach.
It's a Campaign, Not An Event
Are We Ready?
Why Do We Open It?
Share of Direct Mail Expenditure by Intended Purpose of the Offer
Peak Mailing Months
Direct Marketing Association: www.the-dma.org
United States Postal Service: www.usps.com
Classes: UCLA, USC, The Castle Press, USPS
Inside direct mail
Fund Raising Success
Association of Fundraising Professionals
Direct Mail Archives: www.whosmailingwhat.com
Direct Mail Home Page
Marketing Home Page
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