Direct mail marketing is both monster and saint to the company that is willing to work out the right campaign. On the one hand, the dirty little secret about it is that people don’t always read every piece of mail they receive. The good news is that many people do read these junk mail ads as they are called and they almost always respond to them. The market for direct mail is the customer who wants to remain slow and feel as though they are being talked to intimately. Appealing to their sense of closeness with local retailers and vendors is what makes the direct mail marketing campaigns work with them. They are the target.
In the case of the thrifty shopper, direct mail ads can never be too many. They sift through television channels looking for deals, they comb through newspapers and magazines’ looking for what is being advertised at the right price. People like this seem to be a dime a dozen, but the statistic show that more people respond internally than once thought. Company campaigns need to understand that internal emotional stirring and find out why those same customers are not moving past that point to the purchase. In a society where consumerism rules, the real idea is to tap into that purchasing drive and get them to buy what they claim to have needed in the first place.
Direct mail marketing is more than just a piece of cardboard or paper showing up in someone’s mail box in hopes of being read. It is a market research tool, which can help the right company redefine their audience, their product, and their style. By stringing the right ad campaign together, the organization can have an almost fool-proof call to action even when the customer does not buy. The key in designing the right campaign is to get the customer to respond more often in hopes of the purchase later. In this case the law of averages will have more of a multiplying affect.
