Addressed direct mail advertising, often referred to as direct mail, is a form of print media that is addressed to an individual and delivered directly to a stated location, often their residential address. Addressed mail is a fantastic advertising solution to both gain brand awareness and encourage action. Direct mail items are a physical, printed channel where creativity has fewer limitations than other advertising channels, such as email marketing.
When planned and delivered correctly, mail marketing is a cost-effective advertising solution, as part of an integrated media plan or stand-alone activity.
What is Direct Mail Marketing
Direct mail marketing is a communication channel where a brand or business sends a communication to pre-selected individuals based on criteria such as demographics, spending habits, and/or geographical locations.
As a mailing solution, direct mail marketing is a printed form of communication, a simple postcard, informative leaflet or letter, a product catalogue, or an inspirational brochure. With the only limitation being the dimensions of a letterbox, your mailing format can be something designed and created to a bespoke brief. Direct mail marketing today is no longer a purely offline channel. Effective direct mail marketing strategies use personalized URLs, specific codes, augmented reality, or QR technology within the communications call to action.
Direct mail marketing is also sometimes referred to as direct response marketing. With items addressed individually, campaign response is easy to measure. Campaign results easily match back to the recipient by address and/or the specific codes used in the call to action. Integrated marketing strategies that use direct mail marketing, should be mindful to look at all of the response rates and data from all channels, not just the direct mail campaign. This is because the mailing campaign may have assisted one of the digital channels, as highlighted by regular direct mail user Scotts and Co.
Advanced Direct Mail Support
For businesses, brands, mailing houses, and print specialists, direct mail marketing is now more accessible. With the consultative approach of Posthub, first-time direct mailers or companies looking to improve on historical response rates, we offer advice and support at every step.
The experienced Posthub team are on hand to support your business throughout the entire direct mailing process. Whether you need help minimising data wastage, with our data management techniques or specific guidance on how to create the most cost-effective delivery pack, we have the knowledge and passion to provide the right level of assistance for your needs.
Posthub works with a wide range of industry sectors including charities, retailers, publishers, printer management companies, and mailing house specialists. We know how to get the most from direct mailings and each campaign will be judged based on the responsiveness from your prospective customers.