Discuss the advantages and disadvantages of direct mail for a Public Relations Professional.
Advantages of Direct Mail:
According to our book, “direct mail allows you to have total control over the format, writing, and timing of a message to audiences as broad or narrow as you wish.” There are 3 advantages to direct mail: Targeting your communication to specific individuals, personalization, and cost-effectiveness. You can create mailing lists for all sorts of audiences; depending on the type of organization, depends on the mailing list. Direct mail is personalized because it comes in an envelope addressed to the recipient and the letter often begins with a personalized greeting such as “Dear Kristen.” As for cost, direct mail is relatively inexpensive.
Disadvantages of Direct Mail:
The major disadvantage is the direct mail can be classified as “junk mail” by some people. This creates an issue, because people are more likely to not read the direct mail and instead put it straight in the trash.