Direct Mail is any advertising material – usually a flyer or a letter – sent by post. It is particularly effective if you have a special offer, a new product to launch or want to renew contact with lapsed customers.
There are several advantages to using direct mail for promotion. You can send it to your particular target market – ie people who are interested in your product or service and you can make the message more personal by using the customer’s name. This is, of course, assuming that you have an existing customer database.
These days with so much online advertising direct mail is not as common as it used to be, which increases its novelty value. Research has shown that 70 % of direct mail received is opened or passed on and the response rate is higher if you include a special offer.
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