Why Direct Mail Works
by Mark Williams, B2B Social Media
Repost

Do you pay much attention to email solicitations, Web banner ads, billboards, TV ads or the various other forms of broadcast advertising? Most people don’t. That’s because the ad is simply playing roulette on whether or not you are the one out of thousands that may be interested in the product or service. Chances are, you are just a victim of another pushed promotion that has virtually no interest to you.

With direct mail, that model is turned upside down. Smart marketers know that direct mail-more than any other medium-allows for segmentation to particular audiences on many levels and demographic filters, making it possible for you to direct your message to those that have interest in or show a propensity to buy your product.

A direct mail campaign is effective because it allows your business to:

• Obtain lists of consumers that fit a demographic profile, such as age group, gender, income range, home ownership, children, new movers, and more.
• Segment consumers within particular geographies, including ZIP codes, dominant market areas, specific neighborhoods, even particular streets.
• Profile consumers based on buying behaviors, past purchases, or likelihood to purchase.
• Send communications without today’s do-not-contact restrictions imposed on e-mail and phone solicitations.
• Get records of undeliverable and returned mail.

Using these techniques to filter down to the specific consumers you want, you are able to create messages and offers that are important or unique to that group . . . avoiding all the downsides that come with broadcast advertising. Direct mail works, make it work for you.
- Mark Williams

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