Direct Mail Campaigns

Despite the proliferation of communication facilitators--mobile phones, faxes, emails, PDAs--the mail still plays a vital role in successful marketing. Direct mail marketing continues to be one of the leading methods for effectively reaching prospective customers because it can be focused, predictable and economical.

Direct mail is effective and efficient because it is a pinpointed approach. Basically, the campaign is an arrow shot at one individual at an individual location. Through careful mailing-list selection, you can make a personal connection to a consumer who likely needs or wants your product. Mailing lists are the key components to direct mail efforts. The most well-executed mailer or letter will have little effectiveness unless it falls into the hands of an interested or potentially interested person. There are almost endless sources for acquiring a mailing list that is specifically targeted to people or businesses that need or want your product.

In addition, with direct mail campaigning, new sales and contacts are measurable and predictable. There is no need for repeated hit-and-miss guessing and guestimating. Accurate adjustments can be made in subsequent mailings based on tracking responses (i.e. sales, inquiries and reply cards) to each campaign. This ability to track your responses allows you to further refine your mailing list, as well.

Ted Prodromou spent over 25 years in the computer industry working for IBM, Digital, and Cellular one. Today he's the owner of Valiss IT, a consulting firm that provides small business coaching and marketing help. He