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JWF, Direct Mail
Direct Mail advertising is another vehicle that can help deliver great customer leads. One way of using Direct Mail is to participate in a broad reach mail-merge service (e.g. Valu-Pak, Advo, Carol Wright). These companies will combine your piece with other advertisers in one envelope and is less costly than sending your own individual direct mail piece. Mail-merge also provides you with greater audience reach. The only downside is that your direct mail piece will compete with other advertisers. Therefore, it’s important to have a strong offer/coupon to make your direct mail advertisement stand out.
Another distribution approach is to mail out your direct
mail piece independently. It could be as simple as pulling addresses from your area phone book, or you can even canvass the neighborhood and create your own mailing list. A more expensive method is to contact an independent direct mail service that will deliver your direct mail piece to selective zip codes or geographic regions. This enables you to narrow your target audience. For example, you can purchase addresses of consumers who have bought aftermarket car products over the past 3 years.
Whichever distribution method you use, remember that the average response rate on most direct mail pieces is less than 3% so it’s imperative to have a strong offer/coupon to break through the direct mail clutter and encourage customers to contact you.
| Sample Direct Mail Ads |
| Mail Merge Ads |
8.25" x 3.75" |
8.25" x 3.75" |
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| Stand Alone Postcards |
7" x 5" |
7" x 5" |
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