Mailer campaign is essential to any organisation aiming for a fair share of the market place. Popular forms of mailer campaign are namely direct mailers, email marketing etc. The advantage of email mailer campaign over direct mailers can be appreciated by the fact that it reaches thousands of prospects almost immediately and at a very low cost of production. The ROI is quite high in these types of mailer campaigns. The success rate of such mailer campaign is also measurable.

For a successful mailer campaign through the Internet one should ensure that all recipients of the email are opt in subscribers. It should conform to "Permission Marketing". The email in itself could be text based or HTML based. More and more browsers are supporting HTML mails and the popularity of such mailer campaigns is on the rise. The significant advantage of such mailer campaign being that the prospective customer gets a good audio/visual presentation of the product or service offered if it is well designed.

That brings us to the big fight. Bandwidth Vs Creativity. For an effective audio/video mailer campaign one would be chewing up bandwidths equivalent to broadband or ISDN connectivity or a cable modem. But there are equivalent tools like Flash that provide streaming video at "acceptable" download rates over dial up modems and prove to be an effective tools for mailer campaign . It is important to keep in mind that lot of companies are still in dial up connections and a mailer campaign manager should be aware of the fact that people will easily lose interest in a slow loading page.

The advantages of HTML mails over text is the look and feel that can be created in the former version of mailer campaign. The user experiences a feel of the web site and if it is an extended mailer campaign, he also gets the familiarity of the site. The mailer campaign should usually be spread over a period of time targeting the prospective audience for improved results. According to experts the CTR (Click through ratio) is found to be higher in such mailer campaign.

Traditionally viewers are more receptive to advertisements with rich visuals and good content. Mailer campaign must also adopt this feature to ensure that the message passed on is read and accepted by the customer. Another powerful tool is to build a series of mailers which are part of a theme. This type of a mailer campaign is slightly expensive though but will definitely bring in good results. There is a rule in marketing which states that the message should be seen by the customer seven times atleast.

Mailer campaign are one of the oldest and the most effective means of communicating with the customer. The success of a mailer campaign also depends on the list of target customers. Experts say that 40% of the success of a good mailer campaign is decided in first phase - database of subscribers or the list of recipients. It becomes increasingly important that to ensure an effective mailer campaign one accrues a good list of prospects. Generally the response rate for a mailer campaign falls in the region of 3% - 6%. This also highlights the fact that successful mailer campaign reach out to more audience. Simply put add more to your list and it helps in realising higher response.