Sending Direct Mail: Addressed Or Unaddressed?

A direct mail campaign is a wise decision for businesses of all sizes

. The ability to effectively plan a campaign and receive measurable feedback based on marketing efforts is invaluable.

Direct mail can serve multiple purposes. It can create brand awareness, promote a company or event, or drive sales. The option to compile a direct mail package allows a company to do many things at a time by providing not only a sales letter, but brochures and other materials as well.

For those using direct mail in Toronto, or anywhere in Canada, there are two main routes to choose from when organizing your direct mail campaign. There are of course, advantages and disadvantages to both, so it"s better to acknowledge them before planning a campaign.

The first choice is unaddressed mailings. This method of delivering mail does not specify the recipient. Instead, the pieces are assigned a region, often designated by delivery routes, and the marketing pieces are delivered to addresses that are on that route.

One of the best things about unaddressed mailing is that it is traditionally less costly than addressed mailings, meaning that you can deliver your marketing materials to more people for a lower up-front investment. If you happen to have regional demographic information, that can help to target your mailings to the types of people that live on that route according to education, income, family size, and so on. The disadvantage to unaddressed mailing is that it"s ultimately untargeted. If you wanted to send out postcards for a fitness product to a given area, you would have no way of knowing the area"s demographic (and who your ad is actually targeting).

Addressed mailing is direct mail that contains the addresses of specific prospects. Instead of sending mail on a route, it"s delivered according to the address, individually targeting people.

The advantage of addressed mailings is that they can be both personalized and targeted. This helps with conversions, providing the copywriter with the ability to cater the message to a specific niche as opposed to the general public. This can provide an advantage, especially for markets where the prospects are scattered and not necessarily regional. Unfortunately, addressed mailing is generally more expensive and requires a mailing list (you can generate your own or rent a list).

Deciding which option is best for you depends both on your business model and the nature of your prospects. It"s not that one option is better than the other--it"s more a matter of which one is the most appropriate for your company.

by: Peter Hunt

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