Effective Direct Mail Marketing Strategy
September 6th, 2010 Filed under: Direct Mail Company — Direct Marketing Author
Today most people think about marketing on the internet. While there are many internet strategies, a direct mail marketing strategy may be the one thing that works best for your company. The traditional type of direct marketing strategy has been around for a hundred years. It has also been studied and tested for that long. Some of the strategies that seemed to work were simple yet unique. Things like mailed items being addressed to a person, not just “mail box holder”, promotions that expire and a call to action are all part of a direct marketing strategy.
Today’s direct marketing mail strategy in order to be successful, involves a loss leader. This is usually a free or a heavily discounted giveaway that sounds good enough for people to send away for the item. This enables the company to follow up with other products that can be sold.
In today’s economy even upscale consumers are looking to save money. So-called value pack coupons are a very effective way to target particular consumer segments and to generate meaningful results for an advertiser.
One of the better known value pack coupon mailers is Valpak. The familiar blue foil envelope typically arrives once a month and contains a mix of ads from local, regional, and national advertisers. Valpak mails to all the major markets in the Unites States and to addresses in three Canadian provinces.
Value pack advertising is a cost effective direct mail marketing strategy for businesses to reach consumers because the cost of each mailing is shared by many advertisers. In fact, it is usually possible to reach each household on a mailing list for a small fraction of the cost of a stamp. Advertisers can track their results with value pack ads too, because each redeemed coupon can be recorded so the exact return on investment for each coupon campaign is available. Feedback from each mailing tells advertisers whether the message is effective and if the targeted demographics are responding. The successful direct mail marketing strategy always involves testing and keeping track of the results to make sure you are getting the most benefit for your company.
This is just one strategy for marketing.
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One Response to “Effective Direct Mail Marketing Strategy”
By Rahul on Sep 7, 2010 | Reply
Gauging feedback is very important when considering your target market. Valpack is a great example because the businesses they cater to are broad with respect to industry. Dry cleaners, restaurants, discount stores, etc. can appeal to more people than a single company. Tracking and measuring a response and using that to judge the effectiveness of particular audience is very important for direct mail campaigns that deal with one product/service.