22 Oct How to Use Direct Mail to Leverage Your Brand
Direct mail is a term for promotional materials that will be sent right to your customers’ mailbox. It might be a postcard, a self-mailer or a letter mailed in a standard envelope. There are many different approaches to direct mail pieces and all have very different costs associated. Letters will be more expensive than postcards, since postage for each is different.
Direct mail can be a really good option for businesses trying to reach an exact audience. You can purchase mailing lists for different zip codes. You can even elect to mail to households above or below a certain income, households with senior citizens, households with young children, etc.
The most important thing to remember is that your mail piece needs to stand out of the stack. When someone is sorting through their mail, you can’t afford to have your advertising dollars end up in their trash can. You do this by creating a strong and engaging design that makes customers look twice.
WONDERING HOW DIRECT MAIL MARKETING HELPS SALES?
A popular approach with direct mail pieces is to include coupons that need to be redeemed. Why? Because coupons make the customer hang onto your mail piece. Maybe your customer has been meaning to get her wood floors redone. If you send her a coupon, she may decide to take action. She may decide that she doesn’t want to pass up your deal, even though it is a purchase she could have put off for another year or two.
HOW DIRECT MAIL MARKETING IS DIFFERENT FROM OTHER MEDIA
Giving customers something tangible cannot be replaced. In a world where electronics have become king, print media is not as popular as it once was. Google ads are getting flooded while mailboxes are not as full as they once were. If you want to stand out, you have to think differently. Customers still want something that they can physically touch… and direct mail is your chance to give them that.
WHO BENEFITS FROM DIRECT MAIL MARKETING
Like any of your marketing materials, it should ideally help both you and your customer. Customers love coupons, and saving a few dollars by going with your business instead of the industry giant down the road is going to appeal to them. For business owners, direct mail pieces (and the coupons and calls to action associated) will bring in new customers. That’s good, right?
HOW TO GET STARTED WITH DIRECT MAIL MARKETING
Start thinking about what offers might appeal to your customers. Maybe you can give them a discount or make them a unique offer that will entice them to change service providers. Not sure what offer you could make? We can help with that. If you’d like to talk to us about a direct mail marketing campaign, let’s talk. We can help you with your next campaign.
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