When it comes to reaching potential customers, businesses have a few different options. One popular option is direct mail, where marketing materials are sent directly to people’s homes or businesses through the mail. Another option is partially addressed mail, which looks similar to direct mail but doesn’t include the recipient’s name and address on the envelope. A third option is doordrop, which involves dropping marketing materials directly into people’s mailboxes.
Direct Mail
With direct mail, your marketing materials are sent directly to people’s homes or businesses through the mail. It’s a great way to target specific demographics or geographic areas, and it’s usually personalised with the recipient’s name and address, which can increase the chances of the materials being read and acted upon. Whilst it is the most expensive of the three, it offers the best scope for individual-level targeting and can therefore be more cost-effective when considering cost per new customer (CPNC). Direct mail is best used when you want to introduce something new or a more considered product or service or when careful targeting is important.
Partially Addressed Mail
This method is similar to direct mail but doesn’t include the recipient’s name and address on the envelope and is dropped through every letterbox in selected postcodes. It can save money compared to direct mail as both data and postage are cheaper, yet you still have the scope to provide long copy and great offers within the pack. It may not be as cost-effective at a CPNC level since the targeting is looser creating greater wastage. Partially Addressed Mail is best used when the product or service is likely to appeal to a broad range of people or when coverage is important.
Doordrop
Doordrop is a great way to target a specific geographic area and it can be more cost-effective as it doesn’t usually require an envelope, or any data and the postage is cheaper. Marketing materials are simply dropped directly into everyone’s mailbox within selected postal sectors. It’s inexpensive, but it might not be as effective as direct mail or Partially Addressed Mail as the targeting is very loose which results in a great deal of wastage. Doordrops are best used when you want very high coverage within a particular area.
Always consider these channels in the context of other activities. If you have TV campaigns or OOH activations in certain regions it’s worth supporting this activity using a postal campaign. When deciding which method to use, it’s important to consider the cost, targeting, and effectiveness of each one in relation to your objectives and the product or service you are promoting.
