The cost of direct mail marketing
When you are running a small business your main goal is to increase your company's profits, but sometimes we are at a loss of how to increase our profits. One of the best ways to increase your profits is to bring in new customers and to get your old customers to come back in. There are many ways to go about bringing in new business or bringing back returning business, the best way to cover all of these bases is to develop a good marketing plan. Marketing plans will cover just about every targeted area you need to reach in order to increase your business, from direct mail to pay per click advertising.
Even though many people tend to think that direct mail marketing is a thing of the past nothing could be further from the truth. Every good marketing plan should include some type of direct mail marketing because of how effective direct mail marketing can be, even when compared to email marketing. Direct mailing is an inexpensive way for a small business to increase their business by bringing in both new and old customers. This type of mailing is a targeted offer to a wide customer base. In order to properly use direct mail marketing there are few things that you are going to need to keep in mind.
Here are some tips that you can follow to help maximize the effects of your direct mail marketing.
You are going to have to design a piece of mail that you can mass produce and use to get new and old customers back to your place of business. Most companies who use direct mailing do a type of post card that gives the customer an incentive to come into the place of business. For example you can offer ten percent off their next purchase or you can offer a dollar amount of the next purchase. You can even give them a coupon to get an item free with a qualified purchase.
The next thing you need to think about when using direct mailing is obtaining a mailing list. There are two different types of lists available. There are saturation mailing lists which give small businesses greater value per name than resident lists. And the other type of list is a resident list; the main advantage to resident lists is you can pull names from a narrowed type of criteria. For example if you were looking for customers of a certain age you could narrow your list to just those age groups, but this method would then be considered direct mailing because you are directing your advertisements to a specific group of customers rather than everybody you can reach.
Always make it perfectly clear in your marketing message what you expect your recipients to do and what they can expect you to do. And the most important thing about this is to follow through with what you have promised. If you have said you will never give out your subscription list to a third party, don't do it, no matter how tempting the offer might be. This will help you build up trust with your customers.
You need to take the time to personalize your mailings with the recipients first or last name depending on which one is more appropriate for your ad campaign. Doing this makes the person receiving the advertisement feel more like a person and less like a number, which in turn improves the chance that the recipient will read the letter or postcard rather than treating it like they would the rest of their junk mail.