Direct Marketing News

No one is safe from the deluge of junk mail that floods our mailboxes everyday. There is more waste in the can from junk flyers and mailers than almost anything else. There is a reason for this. Direct mail marketing techniques have been the same for years. There are the mailers which come in the form of checks. Colorful ads and flyers try to catch the consumer’s eye. By now so many people are onto this form of advertising most mail just gets filed right into the trash.p>

Some new and innovative ways of marketing have come about which can prevent this waste of paper, postage, and print. Many advertising campaigns are now sending information on CD’s. The consumer has to actually put the disk into their computer to see the advertising message. There are many reported successes with this form. America Online is a prime example. Personalizing the outer envelope was somewhat successful. This direct mail marketing campaign was nothing more than having the outside mailer look as though it had been hand written. People who get more than one or two of these have started to realize if they did not recognize the return address, it was junk mail. For a new market this is still one way to deliver your message.

One of the set backs to direct mail marketing is the postal cost. With the rate increases, it may be time to rethink sizes. Checking the postal rates might change your mind about the normal mailer you use. Some of the increases are according to size. It might be more cost effective to go up a size in the mailer and add more material. The larger size may also increase response. Although many companies are realizing the cost increase of postal costs, the benefits may still be worth the efforts.

Direct mail marketing to the Hispanic population is one that is often ignored. The main reason is the myth that Hispanics do not buy from these. This is not true. There are many companies which have entire divisions devoted to the customer base derived from them. The other problem is translation. Many companies feel the content of the mailer can not be translated properly. Many of the Hispanics in the country are bi-lingual. A solution would be to print the material on one side of the mailer in English with the other side being printed in Spanish. It is possible to reach this untapped source of new business with a little planning.

This is one of the best forms of advertising. If it didn’t work, companies would not use it. Local grocers and restaurants are seeing the benefits. It is a fantastic way to generate new business or introduce a new product. You can tell customers about specials, pass out coupons, and gather a client base. Some corporations have reverted to e-mails, but many are still using the postal service to get the job done. It seems to be working.

MBI Direct Mail has been a Direct Mail Advertising and Direct Mail Marketing resource for over 18 years. Visit their website at www.DirectMail-MBI.com.

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