Direct mail is a selectiveform of advertising. The direct mail package is directed to the person thatappears on the mailing list. It can be used as a follow up of people that haveshown interest in your product or service.
Your direct mail can betargeted toward a group of people and written just for that group to interestthem in your product or service. “Direct mail is the only mass medium that canbe directed toward target groups or prospects. The message may be highlypersonalized and can also be designed as an effective market research tool,”according to B. Charles Ames and James D. Hlavacek, in their book, Managerial Marketing for Industrial Firms.
Direct mail is used to getmore qualified leads. When you need more prospects send out another batch ofletters. There will be no cold callingand when you call the prospect they will expect to hear from you.
An email letter can be usedas direct mail too. It is a good marketing tool. You don’t want to send spam,but a sales letter that will be effective. You can write a marketing letter that will get your foot in the door andget your product sold. Email marketingletters are successful if handled properly. Email used as direct marketing ischeaper because you don’t have to worry about the cost of printing the mailingpiece, the envelope, and the postage.
Direct mail is an excellentway to sell your product by mail. You can use as many words or as many picturesas it takes to make the sale by adding a brochure or catalogue with the letter.
Reference:
B. Charles Ames and James D.Hlavacek; Managerial Marketing for Industrial Firms; Random House
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