r companys relational database of current, recent, and long-passed customers as well as future prospects for direct-mail programs. This list is the primary source used by the company.2)Mail-in Response Lists: This is the people who respond direct-mail pieces from other companies, especially those with complementary products or services. These types of lists are the house lists of other direct-mail advertisers, and they can be rented with a wide variety of demographic breakdowns3)Compiled Lists: This particular list can be described as available lists. Also, these readily available lists generate the lowest response rate. Therefore, marketers use them along with house lists, combining them with mail-in responses, and then eliminating the duplicate names. Types of Direct-Mail AdvertisingDirect methods of advertising and selling grew astronomically in the last decade. Direct-mail advertising comes in various formats from handwritten postcards to dimensional mailings. The message can be one sentence or dozens of pages. And within each of the following formats, the creative and marketing options are infinite.1)Sales letters: These are the most common direct-mail format and are often mailed with brochures, price lists, or reply cards and even envelopes.2)Postcards: are used to announce sales, offer discounts, or generate customer traffic.3)Business reply mail: enables the recipient to respond without paying postage. On receiving a response, the advertiser pays postage plus a handling fee of a few cents. Postage-free incentives usually increase response rates.4)Folders and brochures: are usually printed in multiple colors on good paper stock that reproduces photos or other illustrations well. 5)Broadsides: are larger than folders and are sometimes used as window displays or wall posters in stores. They also fold to fit in a mailbag. 6)Self-mailers: are any form of direct mail that can travel without an envelope. Usually folded and secured by a...
