It
is an effective and cost-effective means of distributing
information — product brochures, newsletters, new product
announcements, surveys — and eliciting a response.
Fax
broadcasts and e-mail are now parts of the mix.
All
methods — mail, fax, e-mail — used together and
selectively can reenforce your overall marketing program
to make the entire program more effective.
The
critical step of direct mail is defining your objective
and then making sure your list and materials fit that objective.
Even
with recent postage increases, direct mail continues to
be one of the most effective means of consistent communication
with your customers and developing a database of your potential
customers.
E-mail
is a factor to be considered, but the glut of e-mail and
spam, plus the need for absolute accuracy required by an
e-mail address are major obstacles that can make it impractical.
