Direct Mail - Brochures

Direct Mail and brochures are a form of advertising that gives a business owner or organization a reasonable and affordable method for communicating with a target audience.


1. What is Direct Mail?

Direct mail is a type of advertising that gives you a way to reach a specific audience. Through the use of a mailing list, you can send out special advertisements in the form of double postcards, brochures, letters, calendars, booklets, greeting cards, newsletters and more. Direct mail is used by many businesses to maintain the loyalties of current customers. Meanwhile, direct mail is a critical part to any advertising campaign being launched for new businesses or organizations looking to establish a clientele base.

When it comes to direct mail advertising, the business owner or the organization can be creative. The more appealing the advertisement, the more likely it will succeed in enticing the recipient of the advertisement. Direct mail advertisements are, therefore, colorful and innovative, and they sometimes include samples or coupons.

Direct mail, especially when you rely on self mailers, is a fast form of advertising. You can personalize the advertisement, choose a target audience from a variety of available mailing lists, and send the post cards through the mail instantly. The recipient receives the direct mail and immediately sees your message or announcement. You can repeat the process in cycles so that your advertisement methods are more effective and powerful. Thus, direct mail gives you a chance to promote your company or business and to make your customers or potential customers conscious of your products or services.

2. What are the Benefits of Direct Mail and Brochures?

There are myriad benefits associated with direct mail and brochures. Direct Mail is a form of advertising that allows business owners or organizations to reach current clients as well as new ones. Further, direct mailing practices are used to draw the attention of a broad audience, and it can be used to communicate with people that are not reached by other forms of advertising. When a business owner or an organization uses direct mailing methods for advertising, they can choose the audience they advertise too - the latter fact therefore empowers the owner of a business or organization and gives them full control over their advertising campaign.

Direct mail is a personalized form of communication. Advertising messages can be customized and addressed to specific individuals. Therefore, direct mail advertising is powerful; when a business owner or organization delivers personal messages or advertising campaigns to specific individuals, the advertisements are more meaningful to the recipient of the advertisement. What is also nice about direct mailing and brochures is it is an adaptable form of advertising; direct mail includes double postcards, brochures, letter advertisements and more. In addition, direct mail can serve as a way to reward repeat customers with coupons or special discounts, which will help a business owner or organization maintain customer loyalty.

3. Additional Direct Mailing Benefits

If you own a business, direct mail efforts can help you increase the sales you make. You can use direct mail to make customers aware of the products or services you offer. You can also use direct mail, brochures, double postcards, and letters to announce special sales or events your business or organization may be holding. Even non-profit organizations can benefit from direct mailing - it becomes possible to reach a targeted audience so that fund raising events will be more prosperous.

When direct mail advertising methods are used, it is completely possible to monitor the success of an advertising campaign. Instead of wondering if your advertisements are really working or if they are successfully reaching a targeted audience, direct mail is a form of advertising that can be monitored; when you receive responses to a direct mailing campaign, and you can track the responses. Inquires that arise as a result of a direct mailing campaign can also be tracked accordingly.

You can control many of the financial aspects of a direct mailing campaign. You can keep costs to a minimum by strategically planning your campaign and the mail timing; you can lower costs by minimizing the amount of colored ink used in direct mail promotions. Finally, if you opt to do the project yourself, you can reduce costs substantially.

4. More Direct Mail Benefits

Unlike other forms of advertising like magazine advertisements, newspaper advertisements, or billboard ads, direct mail is sent to specific individuals selected by the business or the organization. There is therefore more control over what individuals see in direct mail advertisements. Furthermore, direct mailing is far less costly than other forms of advertising.

Direct mail efforts are traceable. You can use advertising software or you can have a specialist track the success of your direct mail campaign. Tracking can allow you to discover what direct mail advertisements work best for you. You can then shape your campaign efforts to meet the demand of your target audience. The result of tracking is that you get the most for your hard earned dollar in terms of advertising; instead of paying for advertising that may or may not be received by your target audience, you can reshape your direct mail campaign to appeal to your target audience's preferences.

5. Direct Mail Brochures

Brochures are a convenient form of advertising which allow you to include information about your business or organization in a foldable document. When it comes to brochures and direct mailing campaigns, you may opt for brochures that include a mailing panel. Mailing panels appear on the outside of the brochure when it is folded so that you can place an individual's address on the blank space provided. The mailing panel is completely convenient when you are mass mailing direct mail advertisements - you can easily print addresses on the mailing panel and send the advertisements out to your target audience.

Brochures give you plenty of leeway in terms of creativity. Brochures can be folded in half, in thirds, or in quarters, and they can be in black and white or full color. The information you include in the brochure is completely up to you. You can add information about your business, testimonials, coupons, discount announcements or they can simply be a way
to inform people about the kinds of services you offer.

6. Other Direct Mail Formats

There are numerous direct mail formats for you to choose from when you decide to launch a direct mailing campaign. The form of direct mail you choose is totally up to you. You can choose from simple direct mail formats like postcards or door hangers, or you may opt for more detailed direct mail formats like personalized letters, brochures, and booklets.

Letters and Newsletters: Letters are a nice way to address your audience personally. You can write a letter to your current customer or potential customer to let them know the latest happenings in your business and to advise them of the newest promotions coming up. Letters also serve as a way for you to maintain communication with your customers and to establish a solid working relationship with them.

Double Postcards: Double postcards are self mailers and are fast advertisements; postcards are small and therefore serve as a brief message between you and your audience. Double postcards or self mailers can be used to announce sales or discounts that you are currently offering. In addition, you can use the double postcard to draw customers into your establishment; the double postcard can serve as an invitation to an event you may be hosting at your business or organization.

Some businesses choose to use less common direct mailing tactics and stray from using the conventional self mailers, letters, or brochures. Unique forms of direct mailing include calendars, door hangers, magnets, posters, greeting cards, and business cards. If the company or organization logo appears on the latter products, the customer will look at the logo and think of the company or organization every time they use the free direct mailing item they receive.

7. Direct Mail Format Considerations

If time is a factor when it comes to a direct mailing campaign, and you are in a hurry to get your direct mailing campaign off the ground, you may want to rely on the fastest direct mail format in terms of delivery. Postcards are fastest in terms of direct mail; they can be filled out or created and simply sent through the mail. Following double postcards or self mailers, you can choose the brochure with a mailing panel. Addresses can be printed directly onto the brochure and they can then be mailed out to the target audience. Meanwhile, letters and other forms of direct mail advertising may require special closed envelopes and/or additional postage. The latter fact means there is an extra step or two in the preparation process; someone is going to have to put the letters in a closed envelope and that can mean more time spent preparing or additional labor costs on the part of the business owner.

No matter what direct mail format you decide upon, you will need to consider the costs of printing. If you make your own direct mailing advertisements, you may effectively reduce cost. If you rely on a printer, you will need to go over every aspect of the direct mailing design carefully. Printing can be costly, especially if the product relies on a lot of color ink to convey a message.

8. Direct Mail Campaigning

When you are launching a direct mail campaign, there is much to be considered. In addition to the direct mail format and the target audience you plan to advertise to, you must also strategically plan how often you will be sending out direct mail advertisements, brochures, double postcards, or newsletters. While a single direct mail campaign can prove quite successful, you are really going to need to continue with your direct mailing efforts if you want your campaign to work. A single advertisement may not be enough to motivate a customer and the "out of sight, out of mind" notion should be remembered in instances where direct mailings are involved. If your audience does not receive repeat advertisements, they are likely to forget about the services or products you have to offer. Direct mail advertisements should be sent out, at minimum, every eight weeks so that the customer always has your business or services at the forefront of his or her mind.

Timing is vital when it comes to direct mailing. If you plan to send out direct mail advertisements too often, you may actually wind up irritating your target audience. Meanwhile, if the direct mail advertisements are sent too infrequently or haphazardly, the target audience may prove unresponsive to the advertisements. Thus, strategically planning when you will be sending out your advertisements is best.

9. Tracking Direct Mailing Campaigns

If you plan on being successful with a direct mail campaign, tracking will need to be performed. You will need to discover what mailing lists work the best, what forms of advertising work the best, what times you should send out direct mail so that your target audience is most responsive, and what direct mail formats to rely on. If you are running a small business, you or several of your employees may have to log inquiries pertaining to the promotions you send out. By keeping a log, you can track how many consumers actually respond to the direct mail advertisements you send them.

Larger businesses may rely on more sophisticated measures for tracking direct mail and brochure mailings. Some use a bar code to track the responses that come in and there are some companies that have staff completely dedicated to monitoring the success of direct mailing campaigns. Databases are particularly helpful in this regard.

There are several companies that specialize in direct mail tracking. If you have the financial means to hire a company to handle the tracking for you, you can save yourself a considerable amount of time. If you prefer to do the tracking for your direct mail campaign yourself however, you can get reliable software applications that will make the process a lot easier.
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