Direct mail: dead or alive?

With the advent of a new era of the development of information, so-called post-information society, different spheres of life have been changed. The sphere of advertising was no exception. Just imagine, only few years ago, one of the main instruments of the marketing was the direct mail, which was very popular in various business fields. Direct mail organization is based on the target mailing list that allows solving many problems in advertising, the main of which is the delivering information about brand-new products or services to potential customers and clients, as well as the attraction and saving of customers.

The targeted direct mail is generally understood as sending paper letters in post envelopes. Most often, it is commercial emails with the information about the brand, the supply of goods and services, or an invitation to an exhibition or other event. However, if the purpose of direct mail is to save existing customers, the letter may contain congratulations or something like that. In addition to the standard sales letters, direct mail can also include colorful booklets about the company, catalogs of goods or services, price lists, corporate business cards, product samples, CDs, books and magazines, as well as prizes for the participations in some competitions.

As we see, he technology of direct mail based on a variety of postal services. But the situation was completely changed with the development of the Internet. The name of the new god of information space is SEO. Search Engine Optimization, or SEO optimization, or Optimizare SEO, is a set of measures for internal and external optimization which help to raise the web site positions in search results pages in order to increase network traffic and potential customers. It contains the analysis of the competitive environment in a particular subject, as well as the planning of the future work on the site. After the analysis, the adaptation of each page of the web resource is carried out using certain groups of key phrases and under the considering the needs of users. Optimization of page structure also helps to distribute the significance of each page correctly. This brand-new means of advertising allows achieving high results, because it covers the largest number of potential customers.

Be that as it may, the direct mail advertising is still alive in the form of e-mails. And this type of mailings of advertising and information materials is really valuable in their efficiency, but there are also limitations. According to the law on advertising, the company cannot send more than one thousand advertising messages in different locations; this number rises to no more than ten thousands of emails with promotional materials for one month, and no more than a hundred thousand for the year.



Direct Mail Marketing Tips for Small Businesses

Owning a business is not an easy thing to do. Though, there are some ways to make it easier. If you need any help concerning laws, you can hire professionals such as fs-law to help you. Still, there are some other aspects of running a business you have to be familiar with.

When it comes to reaching the client, there are various ways to make it more effective. There are many types of communications to choose from but direct mail still remains the best. Here are some tips that will help you to attract more customers and to grow your sales.

1. Try to put yourself in a place of a customer and see what other companies are doing to attract buyers. This will help you to find an inspiration and to define the moments you do not have to do.

2. You can try to communicate with you costumers to get the better understanding of what they want. You can offer some surveys where you can ask about their needs. When you will receive the responses, it will be much easier for you to plan a good working strategy. By the way, offering a small reward for completing a questionnaire will make your communication more effective.

3. Try to catch recipient's attention using oddly shaped envelopes or packages with notable headlines. Try to create your direct emails to touch the natural curiosity peculiar to all people. You can use intriguing titles, different colors and graphics to make your male eye-catching.

4. Give your costumers a chance to feel special, offering the coupons for first-time customers and some discount programs for returning patrons. Do not forget to mention all the upcoming promotional contests and some other information important for your future clients.

5. While considering your budget, do not forget about the ability to split the cost of mailings by teaming up with some other companies. Also, try to figure out the costumes with whom you have a regular record of accomplishment and use them as a prime-mailing group.

12MAY 2021
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