The success of a direct mail marketing campaign rests largely on the list of people your direct mail piece is sent. As discussed in previous blogs, direct mail is only considered “junk” when it’s something that the person has no interest in. By researching and compiling a targeted list, you’ll have a much better chance of finding people who actually want or need your product or service, and will therefore act on your offer.
In the blog entitled, “Direct Mail: The Comeback,” Elisabeth Rainier says that many marketers are turning to direct mail to market their products or services. According to Rainier, “By better pinpointing customer needs and interests through intelligent direct mail, these “next generation” direct mail solutions are leading consumers to “opt in” to being called or emailed – establishing the kind of high-value dialogue that good marketing is all about.”