Direct Mail Is Cost Effective And Easy To Do


Articles for Success


By Pitney Bowes


Direct Mail Is Cost Effective And Easy To Do With Pitney Bowes

Direct mail has been become an integral tool for many marketers. Not only is it cost-effective, but response rates can be quite positive.

A Direct Marketing Association Response Rate Survey of over 570 Direct Marketing Campaigns in 2004 found that Direct Mail had a response rate of 2.73% - capturing third spot overall and ranking higher than e-mail, inserts, radio, magazine and other highly used marketing mediums.

OVERALL RESPONSE RATES FROM MARKETING CAMPAIGNS BY MEDIA
Media
Average Response Rate %
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Dimensional Mail 5.49
Telephone 5.45
Direct Mail 2.73
Catalogue 2.23
E-mail 2.31
Coupons 1.71
FSIs 0.45
Inserts 0.45
Radio 0.31
Magazine 0.30
Newspaper 0.15
Direct response TV 0.14
Source: Direct Marketing AssoicationResponse Rate Survey, 2004

Top 5 Direct Mail Tips

1. Send several items for one low price. Include other promotional items, flyers, and newsletters to the direct mail. Make your 51 cents really count!
2. Be creative and take advantage of free space. Advertising may appear anywhere on direct mail pieces as long as it does not encroach on any of the reserved areas.
3. Increase your response rate. Include a return envelope or some type of reply mail card to your direct mail - this can help boost your response rate.
4. Reach your customer on the first try. Ensure you have a contact name and use the right postal code. That way, your correspondence will get into the hands of the addressee - first time, every time.
5. Know how to properly address an envelope. The Canadian Addressing Guide shows the most efficient way to address mail.
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Pitney Bowes has the tools to help you create your own direct mail! To find out how click here or call one of our inside Sales Reps at 1.800.672.6937 ext 6

 

 

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