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DIRECT MAIL
AS
ADVERTISING MEDIA
BY
ROOPESH V NAMBOODIRI
DEFINITION
Direct mail is the letters to customer. The letters can
be crafted with a personalized formats and
approach. Th...
When printed matter is delivered directly to the
customer, it is called direct mail. These could be
offered at the followi...
FEATURES
Direct mail offers pinpoint selectively. It can be
directed to specific individuals or markets with
greater contr...
Direct mail offers unique opportunity for
experimental research. With split-runs and split
mailing you can test different ...
FORMATS
In direct advertising the advertiser has several
options like size, costs, formats, that could be used.
Different ...
A booklet is a small book which gives a lot of
information about the product.
Brochures are better made leaflets in colour...
FORMS OF DIRECT MAIL
 LETTERS
 SELF MAILERS
 CATALOG
 FOLDERS
 BOOKLETS
 MAILING CARD
 POST CARD
 MAGAZINES
 SALES MANUEL
 INFORMATIVE MANUEL
 PRICE LIST
 CHARTS
 POSTERS
ADVANTAGES OF DIRECT MAIL
The medium offers a variety of formats and provide
enough space to tell a complete sales story.
...
Direct mail is particularly conductive to marketing
research and can be modified until the message
design matches the need...
DISADVANTAGES OF DIRECT MAIL
The main drawback of using direct mail is the
widespread perception that it is junk mail. Abo...
THANK
YOU
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Direct mail

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Direct mail

  1. 1. DIRECT MAIL AS ADVERTISING MEDIA BY ROOPESH V NAMBOODIRI
  2. 2. DEFINITION 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.
  3. 3. 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
  4. 4. FEATURES 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 formats.
  5. 5. 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.
  6. 6. FORMATS 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.
  7. 7. 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
  8. 8. FORMS OF DIRECT MAIL  LETTERS  SELF MAILERS  CATALOG  FOLDERS  BOOKLETS  MAILING CARD  POST CARD  MAGAZINES
  9. 9.  SALES MANUEL  INFORMATIVE MANUEL  PRICE LIST  CHARTS  POSTERS
  10. 10. 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.
  11. 11. Direct mail is particularly conductive to marketing research and can be modified until the message design matches the needs of desired target audience. Direct mail allows the marketer to reach audiences who are inaccessible by other media.
  12. 12. 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.
  13. 13. THANK YOU

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