The senior multimedia solutions consultant at Clipper Magazine in Illinois, Jeanne Marcis is responsible for advertising sales and account acquisition and management. Jeanne Marcis was the magazine's 2010 Salesperson of the Year, thanks in part to sales plans that included direct mail.
Some companies have replaced direct mail campaigns, but direct mail offers several benefits over other types of advertising:
- Direct mail is highly targeted. Unlike many other campaigns, direct mail reaches only potential customers. Businesses can use direct mail to reach out to consumers who are already purchasing products in a company’s market. This means that people receiving the advertisements are more likely to respond to the offers.
- Direct mail is easily measurable. Companies can track how successful their campaigns are. Businesses simply have to count how many mailings they sent out and compare that number to the number of inquiries or coupons they get back. By seeing these numbers, businesses can calculate the profitability of their campaigns.
- Direct mail is personal. The closest a business will get to a personal interaction with consumers without going door-to-door, direct mail allows companies to alter their messages to appeal to the interests and demographics of the recipients. This establishes a stronger connection between companies and consumers.
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