How Direct Mail Marketing Can Build Your Business
In today’s world of technology, most businesses focus their
time and efforts on social
media marketing and other forms of online marketing strategies rather than
even considering direct mail. So, direct mail marketing could potentially
differentiate your business from fellow competitors if you execute it properly.
However, if you’re a small business owner, it might seem costly to invest in
direct mail marketing to reach your entire target market. Continue reading for
some strategies and tips to keep in mind when you roll out a direct mail
campaign.
Know your budget and target market
When it comes to direct mail marketing, so many businesses
want to do a large mass
mailing to everyone in their target market in hopes of getting responses.
However, after just one mass mailing, it’s not very likely that a enough
potential customers will respond in order to cover the massive amount of money
you just spent. It’s important to spend more time researching your target
market to send out a smaller number of direct mailings to hand-picked prospects
instead of just to everyone. This will help you stay within your budget and should
also give you a much higher success rate.
Have a clear objective for your mailing
This part is crucial. When a potential customer receives
your promotional material and it is so congested with information that they
can’t figure out what the purpose is, don’t expect them to take further action.
Create direct mail that has a clear, defined objective that the prospect can
easily identify and understand what they should do next to act upon it. This
objective could be something like:
- Announcing a new store location/hour
- Get the customer to actually come visit the store
- Promotion of a sale
- Making a phone call
- Going to a web page to take an action like signing up for notifications or becoming a member
Don’t stop at just one mailing
As much as you could spend time creating the best piece of
marketing content to send out to customers, reality is that not every single
one of them will take action and respond. So be prepared to have to send out
multiple mailings to your customers. It may seem redundant at first, but the
more the customers see your business’s name they will create name recognition
for your business. This will make them familiar with your business and even
have them consider your business in the future even though they don’t regularly
respond to your direct marketing efforts.
Direct mail marketing isn’t a going to be an overnight
success for every business. It does require time and effort to get customers to
take action and respond to your efforts. However, with quality research of your
target market and consistency with the mailings, you may find that direct mail
is an extremely profitable marketing channel for your business.
