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Successful direct mail.

Article Excerpt
This checklist provides guidance for those who wish to undertake a direct mail advertising campaign.

Introduction

Information technology has allowed direct mail campaigns to become increasingly sophisticated as large amounts of information can be collected, stored and retrieved on both industrial and private consumers. It is now possible to obtain 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.

There are many advantages to using direct mail, these include:

* 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 convenient for the recipient who can decide at leisure.

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