What is Direct Mail?

Direct mail in simple terms can be called personalized advertising in which advertisers mail printed ads, letters or other solicitations to large groups of consumers/potential target group. Targeted mailing lists are used to maximize potential response.

Direct mail is primarily designed and executed by the imagination of the advertiser. Many brands typically use direct mail to advertise new products or to distribute coupons. Charitable trusts usually use it to raise money or recruit volunteers. Direct Mail is a subtle sales pitch with a strong message to receive instant response.

Advertisers across the world have found direct mail alluring for numerous reasons. Firstly, it delivers their communication directly to the consumer. While consumers have a choice of walking away from a television ad or flip past a newspaper ad, but they will eventually open their mailbox. Advertisers also prefer direct mail because they can direct their message as scarcely or as largely as they want, using bulk mailing rates.

Direct mail is also known by another name: junk mail. Many consumers get irritated at receiving numerous direct mails each day. Thus, direct mail can also work negatively for a brand image, if implemented in excess or on regular basis.

Marketers have been challenged to ensure that consumers read their direct mail communications. Thus, many of them go to great lengths to make the envelope and mailing appear personal; they even use unique computer fonts that look like handwriting to make the whole communication as personalized as it gets.

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