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Whether you're a small business or a large enterprise, direct mail marketing is an effective, cost-efficient way to get your message to potential customers. You can use direct mail to advertise new products, promote a sale, distribute coupons, target new customers, or simply to spread a message.
Direct mail, also known as bulk mailing, comes in many different forms. You can choose to send letters, brochures, post cards, greeting cards or fliers. You can send the mailings to every address in a certain geographic area or you can target certain groups of people such as former customers or people who have recently purchased a home.
One of the benefits to direct mail marketing is that your mailing is guaranteed to reach your audience. People can walk away from a television commercial, but they're always going to check the mail. Compared to many other forms of marketing, direct mail has a high success rate.
About Direct Mail Marketing Services
The first step in putting together a direct mailing is selecting audience. Who would you like to reach? Then decide what you want to say. The next big decision is how to build your list. Would you like to send the mailings to everyone in a certain area? Or would you like to target a specific group of people - those who have signed up to receive your company newsletter, for example? Generally, targeted mailings are more expensive but they have a better success rate.
The mailing itself needs to be eye-catching. It should identify some kind of need on behalf of the customer or recipient and then explain why your product or service can address that need. The piece also needs to accurately reflect the product or service you're selling.
A direct mail marketing company should walk you through all these steps, suggesting the type of mailing that will work best to reach your audience. They will design the mailing based upon your input and send it out to the list of people you select.
Direct Mail Marketing Services Average Costs
Direct mail marketing companies usually charge on a per-piece basis. Prices usually range from $.30 to $2.50 per mailing. The price is dependent on many factors, including:
- The type of mailing you select (postcards, for example, are usually less expensive than letters)
- Whether the mailing is black and white or full color.
- The postage option you select (first-class is more expensive than bulk mailing)
- The number of recipients
- The type of list you select (targeted lists are more expensive than general geographic lists)