The relic in direct marketing is called print. An additional impetus to the print medium is owed to the technical progress in digital printing: Extremely small production runs can be executed without major setting-up expenses, and, in fact, can even be personalised. The makes print mailings fast and convenient as compared to earlier times.
Benefits of direct mailing at a glance:
- Physically perceivable (by the senses)
- Combinable with material objects (for example, advertising gift)
- Very high coverage of the medium: Virtually everybody has a postal address
- Accurate contact with less waste circulation
- Personal approach possible
Collective occasions:
- Special offers, discount campaigns and price lists
- Information on lucky-draws/contests, surveys, voting
- Information on trade fairs, congresses and exhibitions
- Information on trainings, workshops and seminars
- Information on product updates, recall campaigns
- Cross-selling offers
- Product sample
- Catalogue/brochure
Individual occasions:
- Confirmation of inquiries, use of a feedback form
- Birthday, anniversary, customer relations
- Welcome new customers
- Inquiries with request for feedback (customer satisfaction)
- Coupon as compensation after complaint
- Individual follow-up; if need be, with catalogue/product sample
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| Suitability for various marketing objectives |
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| Acquisition of new customers |  | |
| Customer loyalty |  | |
| Sales promotion | | |
| Increase brand awareness | | |
| Brand building | | |
| Reduce costs | | |
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