How to make a direct mail

Despite the fact that newsletters as a type of direct marketing have appeared relatively recently, they are gaining more and more popularity in the world. As an effective advertising medium, both small companies and large holdings choose it.

Benefits of Direct Mailing

Direct mail, or address mailing, is one of the most popular and effective methods of promoting goods and services. It allows you to reach the target audience at the lowest possible cost. With its help, you can present the company to potential customers, tell them the news, get feedback on the quality of service, congratulate you on holidays, etc.

Other key benefits of direct mail include:

- high selectivity of contacts with the target audience;

- the ability to personalize advertising, which allows you to distinguish advertising from the general advertising stream;

- lack of time and space for distribution.

Compiling a database for mailing

The success of direct mails is largely dependent on the correct entry into the target audience. It is the actual addresses of the target audience that make up the base for newsletters. For consumer markets, the base usually consists of a circle of regular customers who have agreed to receive information from the seller. At the same time, mass mailing (or spamming everyone) is not worth it. This may adversely affect the company's reputation, as well as, in the event of customer complaints, lead to a fine by the regulatory authorities. Moreover, fan mailing is less effective than well-thought-out targeted mailing.

In industrial markets, it is not always possible to create a circle of regular customers, sometimes the specifics of the goods sold is such that one company acquires them once. The same is true for innovative products. Therefore, the database can include contacts of potential consumers - for example, construction or oil companies.

When selling any goods or services, it is important to send a letter to the person who decides to sell, when selling advertising - to the person responsible for marketing, etc. The addresses of these specialists cannot always be found in open sources, and sending letters to a general mailbox can lead to that the letter will never reach the addressee and will not be considered. Therefore, the stage of sending letters is often preceded by "cold calls" to clarify the contact details of the right specialists.

Mailing server

Another point that must first be taken into account is where the mailing will be sent from. Mail servers have limits on the number of outgoing emails. So, for Gmail the limit is 100 letters per day, for Mail.ru - 120 sent letters. Thus, free email services are not suitable for serious mailing. At corporate addresses, restrictions on the number of letters are set by the provider. With constant mailing, you should purchase your own mail server.