Direct Mail

What Is It

While it’s maybe not as exciting as TV or Internet advertising, direct mail is the third largest medium behind TV and newspaper for marketing spending. And what it lacks in pizzazz, it makes up for in measurability and the fact that you can personalize a message to a customer. In fact, direct mail gets more attention than any mass media message. People rarely just throw mail away without sorting through it first.

Young adults from 18-21 are the age group most likely to respond to a direct mail offer. Generally the more expensive and elaborate it looks, the more attention it’s going to get. Direct mail is considered an interactive medium because many marketing communications delivered via direct mail contain business reply cards or addressed envelopes to encourage response.

If you’ve identified your customer and prospects, direct mail may be your most cost-effective option because response rates are higher than most brand messages and the addressability minimizes waste (you’re not targeting everyone, you’re only addressing your customers or qualified prospects). Direct mail is also very measurable. You can easily determine your return on investment and test results of a campaign or offer. 

Of course, the benefits come with a price. Direct mail is costly to send and produce. It also requires a longer lead-time than most marketing communications because you must allow for design, production and delivery.

How We Can Help

Sundog works quickly to develop and produce direct mail that gets results. In addition to the measurement you get from the direct mail itself, we can design an online program to work in conjunction with traditional direct mail to enhance sales and results.