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Timmy Timmy
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6 years ago
Explain the advantages and disadvantages of a solo direct mail strategy.
Textbook 
Canadian Advertising in Action

Canadian Advertising in Action


Edition: 11th
Author:
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Tuckwell, Canadian Advertising in Action, 11e

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6 years ago
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.
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