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Direct mail involves sending a physical piece of promotional material through the U.S. Postal Service or other service to a customer’s home or business. Some of the most common forms of direct mail include: Brochures, letters, flyers, newsletters, catalogs, postcards, and packages to name a few.

At LΛΛNCH, we’ve found that direct mail can work extremely well when an appropriate message lands on the doorstep of someone who wants or needs the product or service being promoted. Unlike advertising, which speaks to everyone in the hopes that those who are in the target market will hear the message, direct mail speaks only to those buyers most likely to want or need what’s being promoted.

THE LIST IS THE KEY

Besides the item being mailed, the other essential component of a successful direct mail campaign is your list – who you’re going to mail to?

Once you have identified your ideal customer, it’s time to find them. At LΛΛNCH, we use the best list brokers in conjunction with magazine subscribers, colleges and universities, credit card companies, even the phone company to obtain the best list.

From dimensional to flat printed, direct mail average response rates range from 1% from a list of prospects to 3.7% from an in-house list of previous buyers, says the Direct Marketing Association. Those are typical results, but by no means the rule. With the right mailer and the right list, it’s possible to sell to 10%, 20%, or more people on your list.

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