In today’s world it sometimes feels like everything is digital. While the Internet continue to evolve, more traditional routes of communication are still viable. Despite the convenience and low cost of email marketing and content marketing, direct mail is still an effective form of lead generation. For many small and large businesses, using the postal service to deliver printed materials is a great advertising strategy.
Variety of Formats
Companies that use direct mail have several formats to choose from for delivering messages. While postcards are useful for introducing your company to prospects, you can also use brochures, self-mailers, flyers or catalogs. For more in-depth information, you can send out a sales letter, direct mail package or booklet. The type of format you choose depends on the purpose of the mailing. With good writing and graphic design, you can create memorable advertising.
A Targeted Audience
Another benefit of direct mail is that you can carefully target your message. You will get the highest return on investment if you understand your target market and the problems they encounter. In deciding what printed material to send, you need a clear picture of your ideal customers. These customers are more likely to respond to information that addresses their problems or concerns. You can find potential customers for your product or service by creating or buying a list of names.
Many companies are moving away from direct mail, mistakenly thinking it’s obsolete in a digital age. However, most people still look forward to getting mail. While everyone is inundated with emails throughout the day, mail delivery comes only once per day. Reviewing physical mail is an opportunity for people to step away from their computer, which can be a welcome relief. Also, it’s tangible, so people hold it in their hands as they read, and can easily put it aside for later review if something catches their attention. They’re less likely to forget about a big postcard on their desk versus another e-mail in their flooded inbox. You can also make a great impression with direct mail by adding coupons and/or samples. Direct mail is more noticeable now because there is less of it, giving you a chance to really stand out.
With direct mail, you can measure the success of any marketing campaign. You can keep track of the number of orders or the number of phone inquiries you get. If a direct mail piece is successful, you can send it again and again to get similar results. If a direct mail campaign is s dud, you know to make changes until you get better results. With direct mail, you can test different mailings to find the ones that yield the best response.
Small business marketing takes many forms. When used correctly, direct mail is still a powerful marketing method.