Marketing Communications

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Marketing Communications
Direct Marketing

USES OF DIRECT MAIL

1. To reach a specific promotion target with little waste circulation.


2. To deliver a complicated or detailed advertising message.


3. To get samples or coupons into the proper hands.


4. To use when specific timing is necessary.


5. To use when mail-order selling is utilized.


6. To secure sales leads for salespeople.


7. To reach distributors, dealers and company salespeople.

COST STRUCTURE OF DIRECT MAIL – DESPATCHED THROUGH POST

Direct mail may carry a higher cost per thousand than some other media because mailing materials can
vary from a letter to promotional package containing booklets, brochures, catalogues, posters or coupons.

CONTENTS OF DIRECT MAIL POST PACKAGE

1. ENVELOPE: the envelope carrying the package should be good enough to arouse the
   interest of the reader.


2. LETTER: a personal letter, establishing contact directly with the reader should accompany
   direct mail package.


3. BROCHURE: this is the big selling part of the mailing – a booklet, folder brochure with
   colour pictures of the product and charts to illustrate everything discussed.


4. ORDER FORM: the order form can be considerably large and may have the addressee’s
   name computerized on it, needing only a signature.


5. ACT NOW: the ACT NOW enclosure may be a different coloured slip, offering a special
   bonus for prompt reply.


6. REPLY ENVELOPE: enclosed return envelope should be in the package which the receiver
   will use to send his order. The convenience of enclosed return envelope encourages the
   reader to reply.

ELECTRONIC CONSUMABLES USED BY DIRECT MARKETERS FOR DIRECT MAIL

1. Audio tapes – cassettes.


2. Video – tapes


3. Computer diskettes


4. Compact disc – CD

Some direct marketers package messages about their products in electronic consumables such as stated
above and mailed directly to various identified, segmented and target prospects.