Competition is at its all time high, thanks to a shared global market. This calls for more dynamic and creative marketing efforts. In order to compete favorably, small businesses should consider the less expensive and more impacting strategies. Engaging in direct mail campaigns, for example, can be one of the best ways to increase potential clients for the business. This is particularly when you wish to compete for the local market.

What is Direct Mail?

If you have not used or encountered direct mail before, this is a form of marketing where physical promotional content is sent directly to existing or prospective customers to attain their business or nurture ongoing relations. Simply put, this is when a business or company dispatches advertising mail to attract new clients or convey relevant information to past or current customers. Typically, this form of marketing includes an offer to assist in enticing recipients into responding.
Having understood what direct mail is, it helps to further understand the categories of these campaigns. Direct mail generally takes two forms:

Shared Mail

Some people refer to it as marriage mail. And just like the name, it is a marketing strategy that brings together different companies in sharing advertising space using the same piece of mail. In this case, no single advertiser bears the costs of postage. The costs are often split each advertiser sharing the piece of mail. Due to that, shared mail is the least cost effective category of direct mailing, sometimes costing as low as a few cents for every household.

Standalone Mail

Direct mail can also be dispatched by a single advertiser. When a company wishes to have their own advertising space advertising mail piece, standalone is the best approach to take. Recipients get one mail with content from a single advertiser to look at, instead of being grouped together with a couple of other advertisements. The best examples include informational brochures, credit card offers, newsletters, postcards, as well as other sales letters.

Standalone mails are usually costlier to shared ones since there is no splitting cost with other advertisers. However, when looking at sharing brochures, for instance, you cannot have it included with other advertisers’ content. It might confuse the target audience. Depending on the kind of content being shared, advertisers can choose between shared and standalone mail.

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Lead Performance Marketing
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Palm Beach Gardens, FL 33410
Phone - 561.692.4901
Website - http://leadperform.com/