Direct mail promotion is a marketing program that sends media brochures directly to consumers through the postal (mail) system.

Direct Mail Content - The content contained in direct marking marketing campaigns may identify a problem, expand key pain points or promise a solution that involves responding to the mailing literature. Response channels to direct mail may include web site forms, email messages or telephone numbers.

The content contained in a white paper direct mail item may list multiple white papers related to the audience (a postcard with multiple options), and provide a web address which guides the recipient to an online submission form that matches the options on the direct mail material. The recipient’s selection from a list of multiple choices indicates which subject areas the recipient takes an interest in.

Direct Mail List - A direct mail list is a group of names that will receive any mailing materials that are sent as part of a campaign. The list may be derived from existing customer contacts or an existing list of potential sales leads, or it may be rented or bartered from another source such as a magazine, newsletter or industry group.

When renting lists from other companies, a mailing house or letter shop may be used. In addition to performing the handling the mailing processes (envelope stuffing and addressing), a mailing house may keep the list renter from obtaining the list, preventing them from using the list multiple times.

Mail Stuffing - Mail stuffing is the process of inserting promotional media or items into an envelope or package that is being shipped to a recipient. White paper mailing literature may be stuffed into other mailings, such as magazine subscriptions, or into packages that relate to the subject matter, such as books related to the white paper topic.

Tracking Codes - Direct mail literature may include tracking codes (keycodes) and links that can track responses to the promotional materials.

A key code (keycode) is a unique label that is used to identify or group items into a category or function. Keycodes may be used as part of the registration process to identify the person who is requesting the white paper.

Direct mail literature may contain web addresses that can be tracked (tracking URLs), which can indicate how successful a direct mail campaign has been (such as having a white paper download link).

This figure shows a direct mail postcard that offers the recipient the option of obtaining multiple white papers. This postcard informs the recipient of the free white papers, lists several white paper choices, and includes a unique web address for the recipient to use that can be tracked.