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ROOPESH V NAMBOODIRI
Direct mail is the letters to customer. The letters can
be crafted with a personalized formats and
approach. They sometimes take the role as the
chosen media, especially in high value personal
products like digital diary, PC, and service industry
offers like from the hotels; airlines etc. care should
be taken to ensure that the direct mail letters look
like a normal business communication, otherwise
there are chances that the letter is put in waste
paper basket. With a excess of mail received by
executives, they read only ones which look
business- like and are readable.
When printed matter is delivered directly to the
customer, it is called direct mail. These could be
offered at the following locations
@ At homes
@ At retail shops
@ On the streets
@ Sent by mail
Direct mail offers pinpoint selectively. It can be
directed to specific individuals or markets with
greater control than any other medium. Direct mail
does not have to compete with another
advertisement, or with other editorial or program
content for reader’s attention. People like to receive
mail. Most people read each piece of mail
thoroughly. The advertiser has a wide choice of
Direct mail offers unique opportunity for
experimental research. With split-runs and split
mailing you can test different offers, different
formats different copy and illustrations, different
timings among matched samples of recipients.
Direct mail that elicits inquiries or request for
additional information is an effective device for
developing sales leads, thereby increasing the
efficiency of the sales force.
In direct advertising the advertiser has several
options like size, costs, formats, that could be used.
Different formats commonly used as follows:
A leaflet This is a small printed paper, which could
be printed on both sides, in color and with as much
details about the products as possible while
keeping the aesthetics in mind.
A booklet is a small book which gives a lot of
information about the product.
Brochures are better made leaflets in colour and
mostly they are glossy. It can be in booklet format
also as it gives a good impression
FORMS OF DIRECT MAIL
ADVANTAGES OF DIRECT MAIL
The medium offers a variety of formats and provide
enough space to tell a complete sales story.
Because Direct mail has little competition when it is
received, it can engage the reader’s attention.
Because of the use of data base it is now possible
to personalize direct mail across a number of
consumer characteristics, such as name, product,
usage, purchase history and income.
Direct mail is particularly conductive to marketing
research and can be modified until the message
design matches the needs of desired target
Direct mail allows the marketer to reach audiences
who are inaccessible by other media.
DISADVANTAGES OF DIRECT MAIL
The main drawback of using direct mail is the
widespread perception that it is junk mail. About
46% considers them an invention of privacy.
Direct mail has a higher cost per thousand than
mass media. A great deal of this high cost is a
result of postage.(however it reaches more qualified
prospect with less wastage.)Another cost factor is
the maintenance of the database.