Many people think direct mail is only for coupons and discount flyers. Find out how BMW uses direct mail to market to the luxury market in different areas and how to duplicate it for your luxury goods and services.

example of BMW's direct mail marketing campaign

BMW is no stranger to using new technology to reach luxury-minded customers. The brand's targeted internet ads, email campaigns, and full-featured website join carefully crafted television and radio spots to reach their coveted demographic segments. Recently, BMW has added an older method to the mix, rolling out a series of glossy photograph-emblazoned direct mail postcards to reach out to customers at home. Made of a nearly indestructible material for longevity, these postcards cut through the usual marketing clutter to catch potential customers in a quiet, personal moment.