Is Direct Mail Right for Your Business? Part 1
Direct mail may or may not be what you need for your business, depending upon your advertising needs. It is important to evaluate the effectiveness of an advertising strategy before applying it. Weighing the advantages and disadvantages of direct mail marketing can help you decide if it is right for your business.
Last year, more than 50% of Americans age 18 and older ordered products and/or services through direct mail, totaling about $250 billion dollars of business. The Direct Marketing Association reports that direct marketing sales are increasing at the rate of 8.6% each year.
Direct mail began in the late 1800s when Richard W. Sears began using the mail to sell his pocket watches. Sears Roebuck fast became a majorly successful mail-order business. Many other businesses soon followed suit and direct mail has been booming ever since.
However, there are some disadvantages to consider. The price of direct mail ranges from 30 cents up to several dollars per piece, depending on the size of the mailer and associated postage plus the quality of printing.
Another disadvantage is that many of these pieces of direct mail get thrown away before the advertisement is really considered or, at times, even looked at. However, that being said, there are many advantages that overwhelm these disadvantages as the aforementioned statistics indicate. See Part 2 for more information.