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Direct mail is a common form of direct marketing, and may be employed by for-profit businesses, charities and other non-profits, political campaigns, and other organizations. Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters and sales letters. [18]
A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman or saleswoman . It has been defined as "A form of direct mail in which an advertiser sends a letter to a potential customer."
A Johnson Box is very effective, but it lends a "salesy" air to a letter, and so is considered inappropriate for letters that are intended to be formal or personal. [2] It has also been adapted to the email format, with the goal of ensuring the most attention grabbing content in the email is visible in the preview pane of an email reader. [3] [4]
In the US, marketers send over 90 billion pieces of direct mail per year. [49] Advertisers often refine direct mail practices into targeted mailing, in which mail is sent out following database analysis to select recipients considered most likely to respond positively.
But that's not right either. One of the most successful private-sector development projects of the last 10 years is M-PESA, the mobile-money system that allows people in Kenya to transfer money via their cell phones. Before the system launched, Kenyans sent money to each other by mail, or by giving envelopes full of cash to bus drivers.
The effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful. The subject of effective frequency is quite controversial. Many people have their own definition on what this phrase means.
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