Ian Haughton is the Managing Director of Corporate Mailing Solutions Limited, a specialist direct mail company offering a range of direct mail marketing, mailshot design, print and despatch, response handling and data processing services throughout the United Kingdom. CMS has more than ten years experience and prides itself on its hands-on, personal approach to its clients' requirements. For more information visit www.cmsuk.com
A few years ago, brightly coloured envelopes would pour through our letterboxes. Emblazoned with grabbing statements and promises of a better life, these communications earned themselves the title of junk mail and would hardly even accomplish so much as a glance before being dropped into the waste bin.
But things have changed. These days more and more people are actually opening these pieces of mail. Why?
Because of e-mail! How many advertising emails land in your inbox every day? And how many bypass the inbox and land straight in the spam bin instead?
People, especially those who use email for their work and are in receipt of tens or even hundreds of mails every day, are being driven mad by mails arriving from all directions, selling anything from car insurance to plastic surgery. The emails are faceless, unsigned and often do not have a telephone number or physical address, something that fails to instil confidence in the authenticity of the seller.
Because emails are now considered the new junk mail, it seems an intriguing affection for direct mail is developing! With direct mail, the recipient gets a real letter, signed by a genuine person with a return address and telephone number. Someone to talk to! This means we feel confident that any offer being made is genuine and not a scam and that if we wanted to, we could check the source of the sales letter using the details provided.
And the motto of this story? Direct mail is fast becoming the marketing method of choice for anyone wishing to communicate their message directly in front of their target audience. Email is an excellent way to keep in touch for business and pleasure, but when it comes to marketing your services, a direct mail letter will give your sales message far more miles.
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