Stop Wasting Money On Advertising. Do Direct Mail.

Why do we all receive so much direct mail? Because it works. But, it can go disastrously wrong and needs to be handled with care. You avoid this by testing and analysing responses before rolling out to the rest of your list.

Unlike other media, direct mail reacts with all the senses. It generates a measurable response from targeted groups of customers. It is particularly useful for small businesses with tight marketing budgets.

The most important element is THE LIST. The best list is in your existing customer database. Be careful when buying lists. Test a small quantity before buying bulk. Sending poor creative work to a good list will pull better results than sending excellent creative work to an out of date, badly structured list.

Always offer several ways of responding. Tests show that the headline and the PS are very important. Don't forget the 'YOU' approach. Focus on the customer benefits not your features. Telephone follow up can increase response 5-fold.

Postcards can be very effective. Particularly as teasers before the main mailshot. Direct mail lends itself well to personalised letters but ensure you have accurate names and salutations.

These statistics from the Direct Marketing Information Service explain why direct mail is popular:

• The overall volume of Direct Mail has increased by 87% in the last 10 years. Expenditure has increased by 118% in the last 10 years
• It is estimated that consumer Direct Mail generates over £27 billion worth of business every year
• For every £1 spent £14 is generated in sales revenue
• The average British household receives 13.2 items of Direct Mail every four weeks
• 67% of consumer Direct Mail is opened, 45% is opened and read
• 32% of consumers had responded to Direct Mail at least once in the past 12 months, with 34% saying they had ever made a purchase
• Business managers receive an average of 13 items per week at work
• Business Managers open 70%, 9% is redirected to a colleague and 20% is filed or responded to
• 66% of consumers said that value for money was the main benefit of buying through Direct Mail, whilst 53% said convenience
• 55% of consumers like to receive special offers or money-off vouchers through the post
• 36% of business people consider Direct Mail a "useful" or "quite useful" source of information
• Just 7% of companies say they have directly replaced Direct Mail with Web-based marketing

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