What is direct mail? in Public relations

Direct mail is a way of advertising in which advertisers mail printed ads, letters or other solicitations to large groups of consumers. Bulk-mail rates are used to lower the cost of the mailing, and targeted mailing lists are used to maximize potential response.
Direct mail is used in many different situations, limited primarily by the imagination of the advertiser. Stores typically use direct mail to advertise new products or to distribute coupons. Charities typically use the it to raise money or recruit volunteers. Almost any sales pitch can be made by direct mail.
To create a direct mail mailing, advertisers will work to create an ad that will appeal to a substantial number of people. They will then send it to a large group of people, depending on the potential audience of the ad. That could be a ZIP code, particular demographic or entire nation.
Advertisers have found direct mail appealing for a number of reasons. It takes their message directly to the consumer. While consumers might walk away from a television ad or flip past a newspaper ad, they will eventually open their mailbox. Advertisers also like that they can direct their message as narrowly or broadly as they want, using bulk mailing rates. By receiving the mail at home, direct mail puts the advertiser's message in the hands of the consumer at the time the consumer might be likely to read it, along with the rest of the mail.
Direct mail is not without its problems. Over the years, direct mail also became known by another name: junk mail. Some consumers became irritated at receiving numerous ads in the mail each day. Many threw away the suspected ad-filled mail.
Since consumers often throw away mail associated with ads, marketers were challenged to ensure that consumers read their ads. Direct mail marketers now use a variety of techniques to ensure that the recipients open their envelope. Some go to great lengths to make the envelope and mailing appear personal, even using special computer fonts that look like handwriting. Others will target the mailing to the most-likely customers by using targeted mailing lists. Many direct mail marketers have realized that one of the biggest challenges can be getting the reader to simply open the envelope and read the ad.
Direct mail has entered the world of the internet, and many of the same techniques are showing up electronically in email. Some advertisers now send emails with ads to large groups of consumers. They take advantage of the relatively low cost of obtaining a long list of email addresses and the little time needed to mail to thousands or millions of people. Perhaps not surprisingly, many computer users reacted by deleting what they perceive as "junk email".
Although most people are familiar with direct mail to consumers, many businesses also advertise their products and services to other businesses. Business to business (B2B) direct mail is a particularly lucrative segment of the market; marketers can target their messages to precisely those recipients that are likely to become customers. In the end, direct mail allows companies to isolate their marketing dollars to high-probability prospects and avoid wasting money on those that are likely to be uninterested.


Example of what is Direct Mail?
Anyone who’s used Direct Mail can tell you that it’s a powerful way to deliver a message right to your customers’ doors and bring more business through your own.
The U.S. Postal Service has made it easier than ever to build your business with Direct Mail. Start here and learn smart and imaginative ways to plan a Direct Mail advertising campaign, plus discover useful tips and helpful resources to make your Direct Mail produce strong results.
• Start out by discovering exactly how powerful Direct Mail can be in growing your customer base.
• Learn how to plan your first Direct Mail campaign from budgeting to making an appealing offer.
• Find out how to build and maintain an effective mailing list.
• Learn how easy-to-use software can help you design and print a professional-looking mail piece.
• Get advice on the most budget-efficient ways to deliver your message.



Why should we use Direct Mail?
Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, Direct Mail offers these benefits:
It’s targeted.

Mass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But Direct Mail can focus on a smaller group of individuals who are more likely to respond to your offer, giving you more bangs for your buck.
It’s personal.

With Direct Mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they’re more likely to respond. In fact, 55 percent of consumers “look forward” to discovering the mail they receive.
It’s flexible.

From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
It’s tangible.

Direct Mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, and coupons.
It’s measurable.

Direct Mail is one of the few media channels that gives you the ability to track the success of your campaign. It’s as simple as counting the inquiries you received or counting the number of coupons redeemed. By tracking and analyzing your results, you’ll see what's working and can make adjustments to future mailings if needed.
It’s easy and cost-effective.

You don’t have to be a Direct Mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking Direct Mail piece. With some Direct Mail Web sites, you even design your piece, import your mailing list, and have the campaign printed and sent—all online.
Direct Mail
Create targeted messages for your target audience.
Direct mail is one of the most cost-effective tools you can use to communicate with your target audience and inspire new customers to inquire about your business. But the biggest advantage of direct mail is its ability to make personal, one-to-one contact with customers and prospects at a relatively low cost with a high return on investment.

Find a location
This is one of example to make clear to understand direct mail:
At FedEx Office Print & Ship Centers, we offer the convenience of a one-stop resource where you can take advantage of all of our services or just have us help you with a few steps in the process. It’s up to you. We offer a full array of services to get your direct mail piece into the hands of the consumers you want to reach, including:
• Document creation to match your business needs
• Printing to accommodate any budget
• Professional folding, inserting, sealing and postage application services
• Customer list services to help you find your target audience
• Address cleansing, verification and updating: save on postal costs by eliminating undeliverable addresses
• Personalization services: creating one-to-one marketing mail pieces
• Postage services that take advantage of the best possible postage rates
Creating your next direct mail campaign is simple.
Here’s all you need to do:
• Write your message
• Determine the format
• Compile your address list
• Design your layout
• Determine the mail class
• Stop in to your nearest FedEx Office Print & Ship Center’s
Here’s what we’ll do for you:
• Create your layout and print it
• Fold, stuff and insert it
• Address cleanse your list
• Add personalization
• Address print and pre-sort it
• Deliver it to the U.S. Post Office
Your next direct mail campaign is just around the corner. Take advantage of our direct mail services and start growing your business today.

Types of direct mail:
There are four main types of direct mail. Each type of direct mail is used to sell different types of products or services.
Catalogs
• Step 1:
Catalogs are a type of direct mail. Catalogs are used to present a number of products to a single buyer. This direct mail type is often used by home-based business and mail-order marketers.
Postcards
• Step 2:
Postcards are the second type of direct mail. Postcards can be the most effective and the cheapest to produce. The front of the postcard has the customer's address while the back has the advertisement. Postcards are good for a new business or a business new to an area.
Standard Letter Mailings
• Step 3:
Standard Letter Mailings has the highest response rate among all direct mail formats. This type of direct mail is also known as a self mailer. These pieces are usually a page-length advertisement which can be folded and mailed. The promotional message is normally on one side and folded so that the message is on the inside facing sheet.
All-in-One Mailers
• Step 4:
All-in-One Mailers are a combination of any of the above types of direct mail. These work as combination sales messages using postcard format with letter mailing length. These can be included in a catalog or booklet with a return card.