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  • Writer's pictureAndrew Jacobs

An Intro to Direct Mail Marketing

Updated: May 23, 2023

Businesses can utilize direct mail marketing as a method to reach new clients through the mail. Sending marketing materials like flyers, brochures, catalogs, postcards, and other mailings directly to a target market of people more likely to be interested in a company's goods or services is known as direct mail marketing.

Direct mail marketing is an effective marketing strategy that allows businesses to engage directly with their target audience. It offers a tactile element that internet marketing strategies are unable to match. A benefit in a world increasingly dominated by digital communication is that direct mail's physical character aids in forging a more tangible relationship with potential clients.

Define your Target Audience

Choosing the target market is the first stage in developing a direct mail campaign. The most inclined market segments to be interested in a company's goods or services can be identified by looking at customer data. It is crucial to consider demographics, location, interests, and purchase behavior when developing a target audience profile.

Create Promotional Material

The next step is to design advertising materials when the target audience has been determined. This can be any number of things, such flyers, brochures, postcards, or catalogs. The promotional material's content should be created with the target demographic in mind and should emphasize the advantages of the supplied goods and services. Make sure the content is understandable, visually engaging, and includes a clear call to action.

Select a Distribution Method

The next stage after developing the promotional materials is to distribute them to the intended audience. This can be accomplished through a variety of techniques, including direct mail, door-to-door distribution, and distribution at events. The target market and the company's resources will determine the distribution strategy. Some of the most well-known direct mail distribution businesses are listed below:

  1. USPS Every Door Direct Mail (EDDM): The United States Postal Service (USPS) provides an EDDM service that allows companies to target particular zip codes or areas with their direct mail campaigns. Small businesses and organizations who want to target a particular region without investing in mailing lists could use this service.

  2. Vistaprint: Vistaprint is an online printing company that provides a variety of direct mail items, such as postcards, flyers, brochures, and more. They can help companies with the entire creation of their direct mail campaigns and also provide design services.

  3. Valpak: Valpak is a direct mail company specializing in coupons and offers. They distribute coupons and offers through various channels, including direct mail, online, and mobile.

  4. PostcardMania: PostcardMania is a direct mail company that specializes in postcard marketing. They offer design, printing, and mailing services and can help businesses create custom postcards tailored to their specific needs.

These are just a few of the many direct mail distribution companies you can choose from. Each company has its strengths and specialties, so it's important to research and choose a company that best meets your needs and goals for your direct mail campaign.

Manage Tracking & Reporting

One of the benefits of direct mail marketing is that it allows businesses to track the success of their campaign. This can be done by including a unique offer or discount code in the promotional material and tracking the number of responses or sales generated by the campaign. This information can then refine future campaigns and improve their effectiveness.

The Key Point

Businesses can utilize direct mail marketing as a powerful way to reach new clients through the mail. It enables companies to interact with their target market directly, forge a stronger bond, and monitor the effectiveness of their marketing initiatives. Businesses may develop a successful direct mail marketing strategy that boosts sales and expands their clientele by carefully defining the target population, developing interesting promotional content, and employing efficient delivery techniques.


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