When you think about ways to connect with your customers and potential customers today, you are more likely to consider social media, email newsletters and other high-tech forms of marketing. However, just because you can reach your audience through the internet does not mean that is always the right choice. If you plan correctly, direct mail can be a great way to reach your audience. Whether you are already comfortable using “snail mail” and just want to update your methods, or you have never utilized direct marketing for your business, these tips will help you get the results you desire.
- Get a List – It is important that you are spending your direct mail budget wisely. Because of this, you may find it makes sense to invest in a high-quality list that is targeted towards those who may wind up becoming customers.
- Add Value – While you can set up your mailing any way you’d like, if you want the best reception, you may consider sending something of value. Perhaps you send a sample, a coupon or a discount—whatever it is, you want to give the recipients a reason to hold onto it and perhaps redeem it.
- Looks Matter – Spend a little extra time and/or money on developing a piece of direct mail that is appealing to the eye. If you send a plain or unattractive piece to your mailing list, it will be less likely to be opened and read.
- Write Effective Copy – Go the extra mile and make certain the content of your mailer is well-written. If you are not comfortable writing the content yourself, you may want to hire a ghostwriter. A good writer will be able to take your ideas and turn them into a brochure, postcard, or sales letter that will convert.
- Test the Market – If you have never done a direct mailing campaign in the past, you may want to start small. Try a small test before you send a mass mailing—you may find things you want to change or decide that you want to scrap the campaign all together.
- Follow Up – When you spend the money on sending mail directly to a customer, it doesn’t hurt to follow it up with an email or social media connection. This may be something sent directly to them, or a post on one of your social accounts that follows up. For instance, you may post something like: “Make sure you check your mail box! ABCcorp sent out 20% off coupons this week that allow you to save big on all your favorite widgets, whatzits and doohickies.”
Direct mail is a completely different type of marketing than what you may be used to doing online. Plan carefully and see if it can become an important way for you to reach even more customers.
Tracy S is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.
