Biology Forums - Study Force

Explain the advantages and disadvantages of a solo direct mail strategy.

Solo, or selective direct mail refers to specialized or individually prepared direct-mail offers sent directly to prospects. The advantage is that due to the high degree of personalization, response rates are much higher than for co-operative direct mailings. In local markets, solo direct mail can target potential customers in the immediate area of a retailer or service. Using a shotgun approach, the mailing increases awareness of the business and often includes an incentive to encourage action by perspective customers. A disadvantage of solo direct mail is that all the cost is absorbed by the advertiser. In co-operative direct mail, the costs are shared by all the advertisers participating in the mailing.