WHAT IS DIRECT MAIL MARKETING?
Direct mail marketing involves creating and sending advertising materials through the United States Postal Service or another delivery service. The recipients receive direct mail advertising automatically without requesting or signing up for it.
DIRECT MAIL MARKETING IS STILL EFFECTIVE
These days, the marketing world is largely digital. But when done right, direct mail marketing can work with your other marketing strategies and make your business stand out.
SHARED MAIL VS. STANDALONE MAIL
Shared mail is where advertisers share space within direct mail marketing, also known as marriage mail. Examples of shared mail include a Clipper Magazine or Valpak. With shared mail, there is already a predetermined mailing area. Therefore you do not need a mailing list, and the companies advertising all split the cost of postage. This is a way to make direct mail marketing more cost-efficient to be as low as a few cents per household. A business has many sizing and placement options with shared mail. The ad could be a single flyer in an envelope with other ads or a full-page ad within a circular.
Standalone mail is when an ad is not grouped with other advertisements and is by itself. Examples of standalone mail are a single postcard or catalog. This type of direct mail is more expensive than shared mail as you have to pay for everything including a mailing list. However, you have endless options to format, present, and be creative with your message.
SATURATED MAILING LISTS
A saturated mailing list has fewer targeting options therefore the cost is lower. This type of mailing list is effective if you want to reach the majority of people within one geographic area. The direct mail is sent to entire zip codes. Saturated mailing lists are best for reaching large crowds to announce events, new products, or new locations.
TARGETED MAILING LISTS
A targeted mailing list allows you to reach specific demographics and filter by geographic and psychographic characteristics. Due to the in-depth targeting, this mailing list is more expensive. A targeting mailing list can lead to better response rates as it reaches a more qualified audience.