Simply sell directly

Direct Mailing


Even though during the past years the growth of the Internet has determined a change of methods in the area of company self-promotion, the advertising material still works on the principle of senders and receivers. Moreover, the general opinion considers that email messages are often more ignored than envelopes. A traditional, real advertising communication that addresses a precise target has an increased efficiency when compared to virtual communication.

How should we approach social media in the context of advertising?

The Internet is a highly accessible and economic medium for transfer of information. It allows a company to reach large numbers of people with a minimal cost. However, the Internet does not ensure high effectiveness.

Which promotional messaged are better conveyed through the Internet, and which should be transmitted through direct mail?

The Internet is a highly accessible and economic medium for transfer of information. It allows a company to reach large numbers of people with a minimal cost. However, the Internet does not ensure high effectiveness.

  1. An efficient promotional strategy includes return of image but also economic return. On social media, return of image is more frequent than economic returns (many “likes”, yet no purchases). First of all, on the Internet not all users are potential customers. People can surf the Internet, have a look at ads, and share the information, yet not being interested in making a purchase themselves.
  2. Secondly, the message can be lost in a sea of information. Internet users are invaded with a huge number of messages and they are very selective with their time, usually deciding to ignore promotional messages.
  3. Lastly, Internet advertising is usually very impersonal and many users are tricked into checking content through attractive headlines that hide products they might consider unnecessary.
Considering the reasons above, it is safe to say that a printed letter is a more effective way to communicate to potential clients and that a brochure can catch more attention than an online catalog.

What are the advantages and disadvantages of direct mailing?

While many entrepreneurs were happy to embrace online communication as a replacement for paper-based material because of costs, the reality is that direct mailing remains the most effective and widely spread tool of Direct Marketing. Even though making and sending promotional material is expensive, it is a strategy that maintains a personal dialogue with the customers, which means that the receivers usually open and read the material. Moreover, the receivers are emotionally invested in reading since the message was intended specifically for them. As a result, the potential buyers are more likely to make purchases.

How to maximize the efficiency of direct mailing considering the high costs?

A high effectiveness of direct mailing means that a large number of letters sent result in an equal or close number of different purchases. An effective direct mailing strategy must be perceived as a private correspondence, despite the commercial purpose. There are essential tips to have in mind for an effective direct mailing strategy:

  1. Have a good list of contacts to send the material to. Since the costs are high, write only to customers with an already established interest for your proposal.
  2. Send a personalized message. To ensure the letter has a personal touch, call your customer by his name, and avoid titles such as “Dear customer”.
  3. Make sure your offer is unique and lucrative. For an increased effectiveness, brochures and letters should mark special occasions that could lure customers with exclusive offers, such as discounts, launch of a new product or a new feature for services.
An example of exclusive offer is attaching a coupon to the letter. While the coupon is a small investment for the company, it usually brings economic value for both the customer and the company. Moreover, the customer will feel encouraged to read future letters as well.

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