Otsepostitus

Otsepostitus is a form of direct marketing that involves sending promotional materials to a predefined audience by postal mail. The materials can include letters, catalogs, brochures, postcards, samples, or coupons. The aim is to raise awareness, generate inquiries, or drive sales. Segmentation and personalization are common, with lists built from customer data, purchased lists, or prior responses, and messages often tailored with the recipient’s name or other attributes.

The channel relies on physical mailing processes, including list management, design and printing, addressing, and fulfillment. Tracking responses typically involves coupons, QR codes, dedicated phone lines, or landing pages to measure engagement and conversions. Effectiveness is judged by metrics such as response rate, conversion rate, and return on investment, with costs comprising printing, postage, and data management.

Advantages of otsepostitus include high visibility, a tangible presence that can stand out in a digital-dominated landscape, and effectiveness in reaching audiences with limited internet access. It can also be combined with digital channels for multichannel campaigns. Disadvantages include higher per-piece costs compared to digital media, environmental concerns, potential mail fatigue, and dependence on accurate and up-to-date mailing lists and reliable postal service delivery.

Regulatory considerations in many markets, including the European Union, demand respect for data protection rules. Direct marketers must ensure lawful processing of contact data, provide opt-out options, and adhere to suppression lists. Ethical concerns include accuracy of targeting, transparency, and minimizing environmental impact.

Historically, otsepostitus has evolved from catalogs and letters to integrated campaigns that blend physical mail with digital elements, continuing to be used by retailers, service providers, and mail-order businesses in Estonia and beyond.