Advantages

• No set rules for format and content makes it easy to convey highly detailed information about product or service

• Can target potential customers by geographical area or demographically by using accumulated or purchased databases

• Can potentially reach every household in the market, usually through mail-merge options where multiple advertisers are combined in a single package

• Response rates are easily measured and can be tracked through coupon redemption

Why Out Of Home...

Research shows that nearly 80% of consumers do not make a purchase from direct mail advertising a year.

2 out of 5 in-car consumers make the decision to shop on the way home making them a captive Out Of Home audience.

Out Of Home enhances brand awareness, it can remind consumers and help draw attention to the direct mail piece.

Disadvantages

• With an average response rate of less than 3% most of the people you market to will reject or ignore your offer

• When consumers look at direct mail they tend to only read mailings they already know and like

• Often referred to as junk mail and quickly discarded

• Mailing lists are often out-dated and inaccurate