Marketing/Feedback Memorandum – Direct Mail Effectiveness

Marketing /Feedback Memorandum

By

Version 1 .0 (12 June 2005 MEMORANDUM

DATE : 12 June , 2005

TO

FROM

RE : Direct Mail Effectiveness

I . Overview

I write to you concerning the feedback on the use of direct mail as a promotion method in our company . In addition , this letter aims to provide information on the effectiveness of using direct mail so that we can assess and define future strategy concerning the appropriate promotional methods in to reach the targeted sales volume

At first , I want to remind that

what we do in promotion team is a form of marketing initiatives . To be specific , according to HYPERLINK "http /marketing .about .com /mbiopage .htm " Laura Schneider , marketing is everything that we do to reach and persuade prospects . Marketing consists of the measures we use to reach and persuade our prospects including promotion . In this situation , we witness that all of promotion initiatives will cost our company that in turn will influence the retail price of our product

For this reason , I want to remind you that we need to effectively employ a promotion method so that we would not waste our company 's resources and increase the effectiveness of targeting our prospective customers In this situation , we should provide careful consideration to a number of different factors such as location , demographic detail , and existing competition of the prospective market place . This is done so to conduct marketing campaign effectively , which is a combination of advertising personal sales , public relations , and sales promotions in a creative and cost-effective way to increase gross sales

II . Direct Mail Effectiveness

One of the greatest marketing tools is direct mail , also known as database marketing . This kind of promotion is so effective since a company deliver information /offering directly to customers or prospects although it has one obvious drawback : high cost

According to one report , direct mail has a high cost-per-thousand meaning it costs more to send message to a thousand people through direct mail than it does through television . However , this high cost-per-thousand can be offset by a much higher return rate

Therefore , we should understand the major drawbacks the Direct Mail method poses so that we can define new ways of conducting Direct Mail initiatives more effectively in the future

II .1 Drawback

There are some major drawbacks associated with the use of direct mail as a promotional method

The promotion does not achieve targeted market since people we send the mail might not be interested to what we offer

The cost of conducting direct mail as defined at previous section might be getting higher since it takes more time to reach targeted customers and more time to find out whether the targeted customers intend to buy or product

II .2 Dealing with the Drawbacks

The following strategy will be used to minimise identified drawbacks

I , as a marketing manager , will gather all resources to ensure the success of direct mail at selected location

I also will set a budgeting plan so that the direct mail...