e-Moonlighting.co.uk
Marketing services for small and medium companies

Glossary of Terms - Direct Mail

Direct mail is a sub-discipline of direct marketing and probably one of the most utilised of direct marketing tactics. Direct mail involves the postal dispatch of a mailing piece to consumers or businesses, usually with a ‘call to action’ to encourage recipients to act on a specific offer. Like other direct marketing tactics, direct mail has the attribute of being measurable in terms of results achieved and return on investment.

The mailing piece for a direct mail campaign can take many different formats including a simple letter, a letter with attachments such as leaflets or brochures, catalogues, postcards or DVDs. Some more sophisticated direct mail devices included the use of springs and elastic bands to create movement, etc, when the item is opened.

Direct mail campaigns can be highly target with the recipients of the mailing specifically selected to be the most likely to respond. The criteria for selection for a direct mail list are usually, socio-demographic factors such as age, income level, sex, geographic location, etc.

For business to business direct mail lists the criteria for selection are likely to be company size, geographic location, business sector, job title, etc. Many direct mail lists are available to purchase and data can usually be sorted to meet specific requirements.

For small and medium sized companies direct mail can be a very effective way of winning new customers and clients. Direct mail has an advantage over email marketing in that you can target all the individuals you wish, whereas with email marketing you can only target individuals who have opted to receive your email (UK law).

The most important element in a successful direct mail campaign are a well designed, well written mailer which has been thought through for the specific target market to which it is being sent. It is always best to seek professional assistance is producing the direct mail piece itself.

All contents © 2007 Moonlighting (UK) Limited. All rights reserved. Technical Problems contact enquiries@e-Moonlighting.co.uk

Site Map - Glossary