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Direct mail: Formats | ||
Probably the most commonly used medium for direct marketing is direct mail, in which marketing communications are sent to customers using the postal service. In many developed countries, direct mail represents such a significant amount of the total volume of mail that special rate classes have been established. In the Direct mail permits the marketer to design marketing pieces in many different formats. Indeed, there is an entire subsector of the industry that produces specialized papers, printing, envelopes, and other materials for direct mail marketing. Some of the common formats include...* Catalogs: Multi-page, bound promotions, usually featuring a selection of products for sale. * Self-mailers: Pieces usually created from a single sheet that has been printed and folded. For instance, a common practice is to print a page-length advertisement or promotion on one side of a sheet of paper. This is then folded in half or in thirds, with the promotional message to the inside. The two outside surfaces are then used for the address of the recipient and some "teaser" message designed to persuade the customer to open the piece. * Poly packages: Large (often 9x12 or bigger) full-color packages sealed in a clear plastic outer wrap. The contents show through the poly, giving the potential for maximum initial impact. Poly packages are extremely effective, but also quite expensive. * Postcards: Simple, two-sided pieces, with a promotional message on one side and the customer's address on the other. * Envelope mailers: Mailings in which the marketing material is placed inside an envelope. This permits the marketer to include more than one insert. When more than one advertiser is included, this is often called "marriage mail". Valpak is one of the largest examples of a marriage mail service. * Snap Mailers: Mailers that fold and seal with pressure. The sides detach and the mailer is opened to reveal the message. * Dimensional Mailers: Mailers that have some dimension to them, like a small box. * Intelligent Documents: Programmable mail pieces built dynamically from database information, and printed digitally for faster production. Copyright 2008 - France BtoB from Wikipédia
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