Direct Mail Definition And Its Advantages And Disadvantages
Direct mail is a direct marketing medium in which marketing communications are sent to customers using the postal service. This direct mail definition suggests that it does not always mean simple advertising or sales letter printed on paper. It can be an advertising circular, a free trial CD, a pre-approved credit card application or merchandise invitations. Oftentimes, direct mail is commonly confused with the terms bulk mail, junk mail and admail. Aside from being familiar with direct mail definition, the difference between these terms should also be explained. The term bulk mail refers to direct mails because a significant volume of mails are sent. Moreover, these are sent in bulk to avail or special bulk postage fees that are lower than regular mails. The term junk mail is also used to refer to direct mail especially if the item of mail is not relevant to the receiver or is not applicable to him. Lastly, it is referred to as admail when database analysis or target mailing is done. Admail is actually a shorter term for advertising mail and is usually sent to people who might have interest or use of the product or service advertised. By the direct mail definition mentioned previously, it can be deduced that this marketing strategy may have its share of advantages and disadvantages. One of the advantages of direct mail is that it is very cost effective since advertising efforts focus only on the target market. Instead of spending millions in order for many people to be aware of a certain product or service, marketing communication will only be targeted to those people who will most likely need them. It is also very easy to produce since by direct mail definition, it is anything that can be sent through mail that spreads awareness about what is advertised. It can be planned within a few days and sent out to the customers in the mailing list. It can come in many formats and designs that can easily be reproduced. Among the most common direct mail formats are catalogs, postcards, envelope mailers, snap mailers, polybag packages and dimension mailers like small boxes. Effectiveness of direct mail can also be easily measured. Response time from direct mail is generally shorter than other advertising strategies. Order cards and return envelopes may be included in the mail to make it more convenient for customers to respond. Moreover, direct mail communications are more distinct and are capable of breaking through the clutter created by other sales messages expressed through radio or television.
Moreover, based on the direct mail definition mentioned previously, it is implied that direct mails as a marketing strategy may not always be of benefit to the clients who will be receiving them. In fact, critics contend that it generates unwanted solicitation and may invade the privacy of its customers. Some people do not appreciate receiving these unsolicited mails and they sometimes boycott companies that do this. Hundred of people have availed of website services like the Mailing Preference Service in the United Kingdom and Direct Marketing Association Mail Preference Service in the United States so they can opt out of mailing lists and other direct mail databases. When pondering to use a direct marketing strategy, knowledge should not be limited to direct mail definition. Its advantages should be weighed carefully against its disadvantages. |