The marketing reference in the form of the physical letter gives priority long-term influence. The addressee has a possibility to study a content of the letter during time convenient for him, to re-read the letter again and again, to allow it to study to friends, colleagues. Absence of pressure from the seller, a protective reflex on advertizing allows the addressee to study the offer easy.
Applying direct post marketing you aren’t limited by frameworks of the paid advertizing area. You can dispatch as advertizing letters but also so-called direct-mails-packages which give the highest response than the letter or the booklet.
Lacks of direct post mailing:
1. Realization of direct post marketing demands means: cost of sending of letters (depends on weight, a class, a way of delivery), expenses for polygraphy manufacturing – direct-mail-package elements, formation of the unique address list.
2. Direct post marketing “is not so mobile” as e-mail. On delivery of letters time that delays the response in time from a week till 2 months is required.
3. Direct post marketing can easily turn in «inept hands» to addressless post advertizing. I can stipulate this moment. Many are confused by these two communications. The addressless direct mail advertizing is some kind of SPAM, post garbage which is thrown out by the addressee there and then. The response to such communications aspires to zero. It is checked up already any time and not only me. Though some technicians of direct post marketing allow to carry out addressless post mailing and to receive result. But they are expensive enough. I would use them in last turn. With e-mail these “focuses” at all won’t pass in a case.
Each of the given tools (direct post mailing and mailing by e-mail) carries out problem particularly taken away to it. Both that and other means of direct communications is the powerful tool for formation of a “fat” stream of clients and profit reception.
In particular, physical post mailing allows to “get” almost each potential consumer of a demanded segment of your target audience. And more effective remedy for the decision of this problem than direct post marketing personally I yet don’t know.
Also it is the extremely unreasonable to neglect technologies of email-marketing which allow to form lists email addresses of target consumers on a constant basis and to carry out marketing communications with each participant of the list quickly and almost free of charge.
Besides, these two tools can cover frequently absolutely different segments of your target audience. By means of marketing by e-mail my course has found the buyers not only in cities of Ukraine but also in the countries of Near and far Abroad.
But when I have connected the favourite direct post marketing (actually, I and was engaged in it May-June) the given tool for three weeks has provided sales of my course twice more. Though I have spent direct post mailing only on two target segments and only in my city.
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