Many people have dismissed direct mail since the introduction of online advertisement tools. While online tools are vital for small businesses, it is a mistake to assume direct mail is not as helpful; for one, it can be highly targeted. A small business owner has to purchase a mailing list with the addresses of people interested in what the company sells. It is much easier to entice people who are interested in your product or service, which is just one thing that direct mail marketing can do for a business.
Building Your Target Audience
The first step you need to take is purchasing a mailing list. The list will contain individuals who are interested in the products you sell or the services you offer. Now, some people just use that mailing list and send off their marketing material. The material is marked with a coupon or something similar that you can track if those coupons are used in your establishment later. You can slash the mailing list, and just focus on a particular area that responds well to your mailing list.
Another step you can take is to use the mailing list as a starting point. What you want to do is make a mailing list even more specific by using demographics. You probably already know which groups of people respond well to your product or services. Use that information to target your potential customers even better. What you are doing here is reducing waste because you do not want to spend so much on advertisements that may simply end up in a trash can.
Getting the Best ROI From Direct Mail
Making sure your direct mail marketing is effective takes work. There is no doubt about that truth. The following are a few tips to ensure the best ROI you can:
Potential customers do not want to be confused regarding what steps they can take to benefit from your products or services. This means your direct mail should be very clear and use simplistic language to tell potential customers about your offers.
Be Sure to Include Perks
Potential customers are being pampered by many other businesses like yours. You need to make sure that you pay attention to the perks competitors are offering potential customers and see if you can beat them. A good option is to offer a few coupons, but you can spice it up by partnering with other complimentary businesses to double your clientèle.
Use Names Effectively
People love to receive mail, especially mail that is addressed to them directly rather than just the resident. You want to make sure that you use the name of the person who lives in the location. Pepper the recipient’s name throughout the letter or marketing material.
Try to Avoid Being Aggressive
Yes, you want new customers, but you do not want to seem too desperate. Do your best to ensure you only include a few calls to action or just one. People do not like a pushy salesperson, so they will not appreciate pushy marketing material.
Taking these steps should help reduce the chances of your material being tossed away with the rest of the refuse in a household. Make sure you design your marketing material with intent. Usually, what works best is something clean, simple, and printed with big letters. It would be wise to speak to a direct mail marketing consultant. This specialist can help get your message across effectively.
Guest post: About the Author
Caylanne Crowne is a contributing writer and the media specialist for Allegra Network. She regularly writes for marketing blogs with an emphasis in career building and print marketing.