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Direct mail

In this step you will learn about direct mail advertising and how to use it effectively as part of a marketing campaign.

Direct mail refers to addressed mail advertising. The targeted nature of direct mail gives you an opportunity to create engaging tailored content. People are receiving less mail these days, so there’s more opportunity to cut through. This is particularly true for young people.

Why should you use it?
Great for both B2B and B2C, it is often overlooked as being too expensive by marketers. However, with the right data, targeting, and creative, mail can deliver much greater responses and ROI than many other channels. Just consider that in the UK alone advertisers spend over £10bn a year on postage. Would they be doing that if the results didn’t justify it?

When should you use it?
As it is expensive, the campaign investment should be maximised by using other channels to support direct mail. It’s also important to include a clear measurable Join the Discussion.

Things to consider:

  • Having accurate data on your customers/prospects
  • Integrating the campaign to maximise the investment
  • Having an appropriate action you want to achieve
  • Clear measurement of the impact and ROI to justify the cost
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Introduction to Marketing: Omnichannel Marketing and Analysis

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