Published August 22, 2012
Despite a surge in online marketing, direct mail remains one of the largest advertising methods for U.S. businesses.
Tom Foti, manager of Direct Mail and Periodicals for the U.S. Postal Service, said with the average household bombarded by more than 150 email ads a day, direct mail is a way for businesses to stand out from the crowd.
"Direct mail creates a one-on-one connection that's hard for other media channels to match," Foti said, adding the average household receives just two pieces of direct mail each day. "It lets you incorporate coupons, reply cards, mobile barcodes — such as QR codes —URLs and other response mechanisms."
Direct mail gives businesses the opportunity to target advertising dollars on those most likely to respond, Foti said, adding that they can be used for a range of purposes, including promoting a product or learning more about the customer.
"Direct mail is a workhorse for generating leads, traffic and sales," he said.
Foti offers several tips for businesses looking to succeed with direct mail:
For those not sure how to get started with direct mail, the U.S. Postal Service offers its Every Door Direct Mail program, which provides businesses with a way to reach every address in a neighborhood without the need for names or addresses. For less than 15 cents apiece, the Every Door Direct Mail program lets small businesses send highly targeted fliers, menus, brochures and advertisements.
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