When to use direct mail

Direct mail is great for launching something new to targeted groups of people.  If you are launching a new finance product aimed at small companies which you have identified as having cash flow problems, then direct mail is perfect.  It allows you to write to the appropriate person within an organisation, at the right time and be very specific with the information that you tell them.

For e-mail, it is best used as an opt in service.  That means you give people who visit your site the opportunity to ‘opt in’ to receive updates and information about what you have to offer.  Cold e-mail campaigns are far less effective that these warmer ‘opted in’ prospects.

This material comes from one one of the Marketing Mentor Marketing Seminars.