There are many factors that determine whether or not a direct mail marketing campaign will be successful. If a company has a small marketing budget, there is something they can do to help ensure that the few mailers they send out get to the people who will actually use them.

Permission Based Direct Marketing means a company has the customer’s consent to send them marketing materials. In an article entitled, “Direct to the Customer,” Ollie Walsh M.B.S. discusses the benefits of this type of direct marketing. Walsh says, “The reason that permission based direct marketing can be so successful is you are predominantly targeting people who have already experienced your product and/or service, so they will already have confidence in your company.” If you don’t have permission to send marketing materials to customers, this is known as “cold targeting.” According to the author, “The success rate of cold direct marketing is very low, as little as three – five per cent, but the cost of the campaign can be so small, that even response rates that low are worthwhile.”

For companies that don’t have a lot of money to spend on marketing, permission based marketing might be the way to go. That way you there is a much better chance that the people who receive the mailers will act on the offer.

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