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Business  »  Advertising

Understanding the Drawbacks of Direct Mail

By: Katleen Bhailey

Date Added : September 12, 2011 Views : 569
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Direct mail marketing is not something new in the business industry. It has been used by businesses for a long time now. Basically, direct mail is a spontaneous contact that you do to a prospective or existing customer in the hope of generating sales and creating awareness. For small businesses, this is an inexpensive and affordable marketing campaign. It lets them target specific customers and get good response.

However, you need to prepare your direct mail campaign carefully if you want to get good result and high response rate. You need to also make sure you contact only the right individuals who are likely to respond to your campaign. If you want to succeed in direct mail campaign, you need to be cautious of how you do it. You need to make sure you understand its job. It would be best if you know the drawbacks of this campaign, to ensure you get the best results. The following are the drawbacks you need to be aware of:

1-Cost. Although it is inexpensive to do this marketing campaign, you can still result in spending a lot if you don’t know how to do the job effective. It would be best if you work with a professional designer and printer to ensure that your direct mail materials will come out as effective as possible. Printing companies often offer discounts such as when availing of wholesale printing. This will give you great savings and allow you to use the savings you get in other business endeavors.

2-Because your mail is unsolicited, some recipients can get offended with your mail and consider it as junk mail. This will let your material end up in the trash before the recipient can even read your message. This often happens when you don’t have a good mailing list. Because you send your direct mail materials to just about anyone, you risk the chance of sending the mail to uninterested individuals. This is why it is important that you have a good mailing list which contains names of people who are likely to purchase the products or services you offer.

3-You can get low response rate. Sending one direct mail material won’t let you get the response that you want. It would require consistent sending to turn leads to profit. Also, this would often require you to distribute thousands of your materials before getting any response.

4-It takes time to produce your materials, so when you need them at once, you need to order them ahead of time. But thanks to modern technology, you can now create your materials in just a few days. Simply order them online and your materials will be delivered to you right when you need them.

5-Some business owners don’t use environment friendly materials, so when you think of how many direct mails gets trashed everyday that would have a great effect on the environment. It’s important that you know about the environmental impact of your materials because some people trash away materials for this reason alone. If you can use eco-friendly ink and paper the better.

Understanding these drawbacks will help you create direct mail materials that will deliver results to your business. There’s nothing wrong with using direct mail just because of these drawbacks. In fact, this marketing campaign is still widely used today. You might want to include it in your marketing program today.

Kathleen Bailey is an author who likes writing about wholesale printing. Her articles will help you to find the best online printing ever.

Article Source: Understanding the Drawbacks of Direct Mail

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