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Types of direct mail
Depending on the depth of your message as well as your budget, you have a full array of direct mail options to choose from. Here at Marketing Comparison, we recommend weighing the various pros and cons of each method before making a decision.
- Postcards – This is the simplest and most affordable option for direct mail. You can create a colorful and descriptive message in an attractive format that details what your offer is and how recipients can take action. There are no envelopes or packaging costs so your postage costs will be the lowest, but your message loses exclusivity since everyone can see it.
- Mailers – With basic letters in envelopes, you can offer more details on your products and services along with other information about your business or even a reply envelope to create a sense of urgency. It’s more private than postcards, but also more expensive. And since most people can usually decipher what junk mail looks like, you risk it being ignored. A direct mail vendor can help you develop a mailer that stands out so people will open it more often.
- Newsletters, catalogs, brochures – A step up from typical mailers, these options typically offer such elements as full color photography or glossy paper stock. You can even save money on envelopes since you can affix the addresses to the back of the deliverables. These mailings are among the most expensive to print and mail. In addition, with the new postage rates and the initiative to base prices on the shape and weight of items, it will also be more time-consuming.
- Other mailings – You can also create self mailers which are printed on single sheets of paper but folded into the size and shape of an envelope. These are neat and simple, but delicate and could tear in transit. For truly unique mail that stands out, dimensional mail is available in various shapes and sizes to grab customer attention, but this is easily the most expensive option.
So which is best?
You want a healthy balance between the right audience, the best messaging, and most affordable cost. Assess the benefits and drawbacks to each method to determine which is worth pursuing for your mailing campaign.
Don’t overextend yourself on the cost. A dimensional mail campaign may sound enticing because it’s different, but it doesn’t guarantee you’ll be more successful than if you went with a simple postcard campaign. If this is your first attempt at direct marketing, tread carefully and start with a small project. Then see if you’re making enough return on investment to try something more elaborate.
Regardless which type of mail you choose, make sure you deliver a strong message that addresses audience need, describes the offer clearly and concisely, and makes it easy for interested parties to get additional information (by phone, email, or web.) A direct mail vendor can develop the copy and design for your mailing, but make sure they deliver the message you want to get across.