Abstract

A REVIEW ON: DIRECT MAILING IN MARKETING

Aashutosh Yadav*

.

Abstract

Direct mailing is a traditional yet effective method of promotion that involves sending promotional materials to potential or existing customers directly via the postal or electronic mail. The method allows companies to target specific segments based on location, purchase behavior, or interests, thereby reaching them in a personalized way. Despite the rise of e-marketing, direct mailing remains a classic that continues to fare well since it is a physical product that generates good response rates. It is widely used for product announcement mailings, promotions, catalog mailings, and brand awareness campaigns. When combined with data analysis and segmentation of customers, direct mailing can serve to give high ROI and create long-term customer relationships.

Keywords: Direct Mail, Targeted Marketing, Marketing Strategy, Return on Investment (ROI).