In addition to that kind of exposure, direct mail offers these benefits:
It’s targeted.
Mass advertising (TV, print, radio, etc.) can be expensive and isn't always an option for small businesses. But direct mail can focus on a smaller group of prospects who are more likely to respond to your offer, giving you more bang for your buck.
It’s personal.
With direct mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they’re more likely to respond.
It’s flexible.
From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
It’s tangible.
Direct mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, samples, and coupons.
It’s measurable.
Direct mail is one of the few media channels that give you the ability to track the success of your campaign. It’s as simple as counting the inquiries you received or counting the number of coupons redeemed. By tracking and analyzing your results, you’ll see what's working and can make adjustments to future mailings if needed.
It’s easy and cost-effective.
You don’t have to be a direct mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking mailpiece.
With some direct mail web sites, you even design your piece, import your mailing list, and have the campaign printed and sent—all online.