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Ten Advantages Of Direct Mail November 20, 2007

Posted by liverpoolchamber in Business, Top Tips.
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As a business grows and becomes sucessful it can be very easy for it to lose the personal touch that made it so attractive to customers in the first place.

Direct mail can talk to your customers by name in the way that you no longer can. There are a few other benefits . . .

Personal
Addressed mail is literally designed to reach an individual. Mailings can have a unique design to suit each particular recipient and mail comes straight to people’s hands and gets their full attention.

Universal
Everyone consumes mail and Royal Mail provides access to virtually everyone in the UK.

Tailored
Mail can be personalised to individuals or groups. That unique flexibility enables greater relevance, delivering greater impact and often applying data already provided by the customer.

Targeted
Mail can focus on the relevant audience i.e. by interest, demographics, purchase or behaviour. This reduces waste as your message only goes to those that you select.

Direct
Mail doesn’t compete with and is not dependent on other communications in magazines, newspapers online, so it delivers much greater engagement and understanding.

Flexible & Creative
Mail has few restrictions in size weight and colour leading to limitless creative possibilities. The creativity cuts through and gets people talking.

Measurable
Mail is one of the easiest media to measure; responses can be attributed to a specific activity.

Portable
A letter, leaflet, brochure or mail pack can be taken anywhere. Customers love the fact that they are in control and can read information when it’s convenient to them.

Physical
Mail is the only medium to provide the creative possibilities to engage the customers on all levels.

Complementary
As part as an integrated campaign, mail has a strong role in providing personal, compelling messages delivered directly to recipients own hands and household. Case studies show how it not only builds short and long term effects but is often kept for reference, prolonging the brand presence and deepening the communication effect.

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Comments»

1. Chris Lang - November 22, 2007

How about 10 disadvantages of direct mail?

1. Direct mail is not personal. It’s junk mail. No one likes getting junk mail. Junk mail involves an enormous waste of paper.

2. Lots of junk mail ends up in the bin, and from there much of it ends up in landfill sites where it decomposes, releasing methane – a powerful greenhouse gas.

3. The pulp and paper industry, which produces the paper on which junk mail is printed, is one of the most polluting industries in the world.

4. The pulp industry is also one of the most energy intensive industries in the world.

5. The pulp and paper industry is currently undergoing a massive exansion in capacity. More than 25 million tonnes of new capacity is proposed to come into operation over the next five years. That’s five million tonnes a year, on average. Over the past decade the industry expanded at about one million tonnes a year. So that’s a five-fold increase. Much of this expansion is planned for the global South and is subsidised with tax-payer’s money, through “aid” projects by the World Bank, bilateral aid agencies and export credit agencies.

6. Increasingly, wood – the raw material for pulp production, is grown in huge monocultures of industrial tree plantations, for example in Brazil, Uruguay, Chile, South Africa and Indonesia (to name just some of the countries affected). These plantations have enormous social and environmental impacts, drying out streams and depriving local communities of water supplies. Pesticides from the plantations runoff into remaining streams affecting fisheries. In many countries, industrial tree plantations have increased deforestation. The few jobs that are created are dangerous and often badly paid. Plantations lead to increased rural poverty.

7. Pollution from pulp mills causes serious problems for communities living near the pulp mills. Health risks include cancer, lung diseases, reproductive and hormone problems, heart disease, immune system damage and skin diseases.

8. Throughout the South communities, social justice organisations and environmental organisations are protesting about the impacts of industrial tree plantations on their livelihoods and environments.

9. The pulp and paper industry is working on developing genetically engineered trees, allowing it to grow trees even faster, and with even great impacts for local communities and their environments. The risks to native forests from contamination from genetically engineered trees are serious and routinely underestimated by the industry.

10. Rather than encouraging increased use of paper in the North, for example through encouraging junk mail, we in the North should be encouraging less use of paper.

To learn more about the impacts of industrial tree plantations and the pulp industry, visit the World Rainforest Movement’s website: http://www.wrm.org.uy. And stop junk mail!


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