What Is Direct Mailing?

If you have an address, chances are good that you have received direct mailings. But what exactly is direct mailing and why is it popular?

Direct mailing

Essentially, direct mailing is when a company, business or organization contacts a potential customer or donor directly by using the Postal Service or some other delivery service. These mailings are used to tell people about sales, special events, services or even just the fact that the business exists. Direct mail can include catalogs, menus, free samples and many other things. Because direct mailings are received by people who have never even visited a business, direct mailing is an effective way to promote a business. Frequently, businesses target certain demographics. For example, a painting company might pay a direct marketing company for an address list of new homeowners or recent mortgage applicants. Then, the company can target people who are more likely to want its services than the population at large. In many developed nations, direct mailings account for the majority of mail a person receives. While people sometimes find direct mailings annoying, the strategy is popular because it works. By using direct mailings, especially targeted direct mailings, business are able to increase their profits.

Direct mailings are used to target potential customers with catalogs, sales flyers, menus, samples, requests for donations and more. Because they do not require a person to have ever set foot in a business, direct mailings are a popular way to reach out to potential customers. Direct mailings are a proven marketing strategy.