Direct mail

by-Edmond A. Bruneau, Owner  Creative Consultants Spokane, Wash.

What makes "direct" mail different than regular mail?
Nothing.  It's just a way the advertising world describes a
promotional message that circumvents traditional media (newspaper,
radio, TV) and appeals directly to an individual consumer.  Usually
through the mail, but other carriers also participate.

     Direct mail may be used more than you think.  Studies indicate
that it is the third largest media expenditure behind television
and newspaper. 

Rules to Remember

     *    Define your audience.  Figure out who you want to reach
          before developing your direct mail program.  This allows
          you to specifically target your message to fit common
          needs.  It is the best advertising medium for "tailoring"
          your appeal.

     *    Locate the right mailing list.  You can either build a
          "house list" by doing the research yourself and compiling
          the information on a computer þ or you can purchase an
          "outside list" from a list house or mailing organization
          already pre-prepared and ready to go.

     *    There are many ways to purchase lists.  You can buy them
          demographically (by age, profession, habits or business),
          or geographically (by location, state and zip code).  Or
          you can by a list with both qualities.  More than likely,
          there is a mailing list company in your area that would
          happy to consult with you on your needs.  If not, there
          are a number of national mailing lists available.  On the
          average, you should pay between 4 to 5 cents a name.

     *    For assembly, addressing and mailing your project, you
          also have the choice of doing it yourself or locating a
          mailing service company to do it for you.  As the numbers
          of your direct mail pieces increase, the more practical
          it is for you to enlist such an organization for
          assistance.   They also are very good at getting you the
          lowest postal rates.

     *    Consider using a self-addressed reply card or envelope to
          strengthen return.  Use a Business Reply Postage Number
          on the envelope and you'll only pay for the cards which
          are sent back to you.

     The blessing (or curse) of direct mail is that there are no
set rules for form or content.  The task of deciding what your
mailing should have as content, its design and its message(s) is up
to you.  However, remember to attract the reader's attention with
color and creativity.  Use clear, comfortable writing and make your
appeal easy to respond.

     And of course, coordinate the mailing with other advertising
media if you are also using them in the same campaign.  It can
significantly increase the potential return.