Mail shots are bulk mail advertising sent via mail in the United Kingdom to prospective customers to advertise goods or services. They provide an avenue for direct marketing and advertising. The design must be able to capture the attention and imagination of the target audience at first sight. They must convince the prospective customer to respond, which means the wording must be simple yet captivating. They must arouse the curiosity of the recipient, to make him want to know more about the product. Direct advertising such as this usually has a database of names from which target customers are chosen. The marketing messages are usually addressed directly to the target audience. It also emphasises on trackable and measurable responses that can be acted upon.
Before creating mail shots you must know what kind of market you are targeting. It requires that you conduct a brief study of the prospective consumers to know their preferences. What do they like? From that point you can then develop your key message. Create selling points that are short and precise, bearing in mind that the key factor in advertising is the ability to be noticed, to be able to stand out amongst the crowd. Are there offers? Make sure those are well captured because most customers are usually attracted by how much value they can get out of their money.
A mail shot come in different forms and sizes. They range from simple leaflets to parcels or packages with several components. Since this is direct marketing, it is better to address the mail to a specific individual. This will make your target market feel connected and appreciated. It will show them that indeed the mail was intended for them and did not get there by mistake. It helps in arousing interest from the potential customer. If you send a package, you can always include order forms, catalogues, brochures, pre-paid reply envelopes, maybe a few samples and coupons.
When writing a letter let it sound personal
Most of the time it should start with a problem question, the solution of which you intend to offer. Just like any form of advertising, ensure that you sound genuine without over-hyping the product. This may have a boomerang effect since the customers may think that you are trying too hard to convince them. The letter must always highlight the key benefits that the customer would get by purchasing the product or service. If possible try to include some statistics and customer feedback for emphasis.
It is important to note that this is a form of advertising just like any other and a lot of work should go into the physical appearance of the package. Attractive packaging, colourful and presentable should always be used.
Due to technological advancement, this type of advertising can also be done through email without sending physical letters. The guidelines should be observed in both situations. It is fast and efficient, the only challenge is in the sending of samples because of the nature of communication channel.
Direct advertising is advantageous because its positive results can be measured directly. A company can therefore, without much difficulty, quantify the advertising costs vis-a-vis the revenue generated.
