Using direct mail to its best advantage
Even though many people tend to think that direct mail marketing is a thing of the past because of the fact that technology has changed and the internet has now replaced a lot of various marketing techniques 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.
But not only do you need to keep certain things in mind to properly use direct mail marketing you are going to need to keep these things in mind so that you can maximize the effects of your direct mail marketing plan. When it comes to maximizing the effects of your direct mail marketing basically what you are going to want to do is to target as many people as possible so that you are increasing your potential customer base. But also when you are maximizing your direct mail marketing you are doing everything that you can to get the potential customers attention.
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.