While they are in the mailing business, the US Postal Service has done a great job of promoting and marketing direct-mail marketing. On a visit to their website the other day I found a whole collection of information that is a good resource for you if you are considering integrating direct mail into your marketing program.
The USPS cited a number of advantages of DMM on their website. Direct mail is:
- Targeted
- Personal
- Flexible
- Tangible
- Measurable
- Easy to start and run
But remember, too, that direct mail is most effective when it is part of a concerted, coordinated, branded program. And you have to give your targets the option to "opt out." Courtesy is still important.
The Executive Pressman
www.executivepress.com
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