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...private consumers. It is now possible to obtain highly specific lists of addresses on particular groups to which an organisation or individual can send direct mail to advertise their products or services. Companies also collect information on their customers, ranging from birthdays to purchasing habits, so they can tailor a marketing message particular to each individual.

This one-to-one form of communication can be very effective, but to do it properly requires careful planning and design. The scale of the direct mail campaign and the number of customers contacted will depend on the size of the organisation (ranging from single individuals to multi-national corporations) and the resources available. The procedure, however, remains the same

Definition

Direct marketing is the distribution of information, products or services through any advertising medium that involves the individual to respond directly to the advertiser. (Direct Marketing Association).

Advantages of direct mail

* Individuals are communicated with on a person-to-person level.

* Wastage can be low if targeted individuals are carefully selected.

* Effectiveness is easily and quickly measured.

* Initial testing is easy (by sending out to a sample of addresses).

* Can save time and money for the recipient as they do not have to visit a shop

* It can be more...

NOTE: All illustrations and photos have been removed from this article.




More articles from Chartered Management Institute: Checklists: Marketing Strategy
Establishing a presence on the World Wide Web.(Checklist 073), October 01, 2005

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