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ISM Article

Direct Mail Postcards build a strong Marketing Base

27 Aug, 2009 By: Editorial Staff imageSource

Direct Mail Postcards build a strong Marketing Base

New Page 3

As a dealer we see what many of the businesses we serve
miss, the single aspect of business that is critical to profitability yet
"owned" by no one: the Document. After all, most organizations have an IT
Director, but how many have a "Document Director"? The result is a proliferation
of documents that do not effectively foster corporate objectives. To help
business see the consequences of this situation, we introduce these three basic
objectives: increase revenue, decrease costs and increase customer satisfaction


Direct mail marketing has proven itself over the last
century to be one of the most effective marketing techniques focused on building
new accounts. Compared with eMarketing or telemarketing, when combined with
outside sales or an effective telemarketing department, direct mail marketing is
a key marketing method to increase the level of company visibility and
ultimately close more sales to increase business.


A well written, consistent direct mail marketing program:


• Can create sales by itself by selling particular products
or systems

• Builds visibility by illustrating the competitive
advantages of a company

• Creates a sense of trust by communicating the company’s

• Presents strong argument on why your worthy of a
customers business

Creating a successful direct mail marketing program requires careful thinking
and a clear understanding about what direct mail marketing can and cannot


• Companies that meet or exceed their account conditions of
size, number of employees, or other criteria can be found not only in your
internal database but from a variety of paid sources, and even the reference
room of your local library.


• Plan a reasonable marketing schedule. An ideal schedule
consists of five to eight mailings over a period of 3 to 5 weeks. This strategy
will yield you the best results.


• From postcards to specialty mailing pieces, the look of a
mailing piece should be consistent with the message.


• Keep track of responses. Utilize an in-house system to
track and measure the results of each mailing program.

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