Opportunities and Possibilities of Direct Mailings
Direct mailing is the most well-known form of direct advertising. A direct mailing is a personalized promotional mailing sent to a pre-selected target group. A direct mailing often includes a response element that encourages the contacted customer group to engage in direct dialogue. Only with the help of this response element is it possible to evaluate whether a campaign has been successful. To receive the valuable response from the recipient, it is helpful to create an incentive. Therefore, incentives (trial subscriptions, special discounts, vouchers, product samples, etc.) are often used.
Examples of Response Elements in Direct Mailings:
- Response card
- Coupon
- Order form
- Telephone hotline
- Landing page
A direct mailing is used both for acquiring new customers and for maintaining relationships with existing customers. Only when a direct mailing has a specific goal can success be measured.
Possible Goals of Direct Mailings
- Acquisition of new customers
- Increase in response rates
- Long-term customer relationships
- Image building
Differentiation between One-Stage and Multi-Stage Direct Mailings
A distinction is made between one-stage and multi-stage direct mailings. A multi-stage direct mailing campaign consists, as the name suggests, of several phases. Each stage aims to increase the recipient’s interest and, over several steps, to lead to a purchasing decision.
A one-stage direct mailing is designed so that the recipient only receives one promotional mailing, with the goal of eliciting a direct response (e.g., direct product sales, signing up for a trial subscription, subscribing to a newsletter, reactivating inactive customers, etc.).
Direct Mailing Campaigns are Versatile
Direct mailings offer many design possibilities and, with successful tactile appeal and targeted personal communication, receive high acceptance. The direct mailing should evoke emotions and be a real eye-catcher to encourage reading and response. The postal mailing reaches the recipient directly and cannot be blocked by an email spam filter. To stand out from the many conventional junk mail and promotional brochures, creative and surprising direct mailings are in demand. Typical direct mailing promotional mailings include:
- Postcards
- Standard mailings (letters, flyers, response cards, envelopes)
- Letters
- Self-mailers
- Catalog mailings
A classic lettershop – such as Trebbau – takes care of all the tasks for you and distributes your direct mailings efficiently and on time. The appearance of the direct mailing depends on the budget, target audience, and purpose of the mailing. The larger and heavier the direct mailing, the higher the postage costs.
When using postal addresses for direct mailing campaigns, legal requirements under the GDPR must be followed. This includes, for example, identifying the sender and source, the customer’s right to object, the obligation to provide information to customers, etc. Trebbau holds the Quality and Performance Seals (QuLS) of the German Direct Marketing Association (DDV) for areas such as List Broking, Data Processing and Lettershop, which confirm that we process customer data according to the strict guidelines of the GDPR and meet all legal data protection requirements. Your direct mailing is therefore in responsible hands with us. Our years of experience and international expertise guarantee optimal results and data security.
In Compliance with All Data Protection Requirements, We Handle the Following for You:
- Address research
- Address selection
- Production
- Data maintenance (deliverability checks, duplicate matching, wash matches, etc.)
- Postage optimization
- Personalization
- Further processing (collating, folding, stapling, gluing, embossing, enclosing…)
- Shipping
Your Contact Person for direct mailings
If you would like to find out more about the possibilities and opportunities of direct mailing, please contact Judith Bender (judith.bender@trebbau.com, Tel.: 0221/37646 – 385).