When public relations professionals use direct mail as a marketing tactic, they have complete control over the message that they are sending through their chosen medium. The three major advantages associated with using direct mail in the public relations industry are the ability to target your specific audience, personalization, and lastly, cost effectiveness. Public relations professionals use a mailing list compiled of demographic and psychographic information in order to target their specific audience. In choosing direct mail, industry professionals have the ability to personalize messages that are sent to every household and prospective customer. This advantage tries to eliminate the element of a “form” letter as much as possible. Finally, direct mail is very inexpensive to create and distribute when compared to advertising on television or in magazine publications.
Even with these advantages to direct mail, there are still some disadvantages that professionals face. Many times receivers perceive direct mail as “junk mail” and is tossed in the trash. It has also been noted that direct mail can offer individuals that of an information overload if the message is not tailored and crafted properly.
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