Direct Mail is still a viable way to reach customers

Although there are many types of communications to choose from when trying to reach or attract customers today, and email and social marketing are trendy and solid ways of marketing… the old-school direct mail approach is still one of the most personal ways to connect with them. Use these six tips below, to help gain more customers through direct mail and grow sales for your small business.

FIRST: See what other companies are doing.

Put yourself on all the mailing lists you can find that send mailings to your target market. Look into direct mail services that can help you find these lists. By researching the competition and other businesses your target market is interested in, you can get inspiration and see what not to do.

SECOND: Ask your customers what they want.

Interact with potential customers by offering surveys for them to complete for a small reward. Ask about what their needs are in these surveys to gain a better understanding of your target market. Their responses will help you create strategies and communications that are relevant to them.

THIRD: Make sure your piece stands out from the crowd.

If you want to get your envelope opened, you need to make sure it cuts through the clutter. Use oddly shaped envelopes or packages with headlines written on them to catch the recipients’ attention. Overstuffed envelopes will be opened more frequently because people are naturally curious and want to find out what’s inside. Use color and graphics as well. If you are giving away a free sample of your product, be sure to call that out on the outside of the envelope. Remember that “lumpy mail” achieves the greatest response, and when filled with an advertising specialty or promotional item with your logo and contact info on it, you give the gift that keeps on giving … for YOU and your target customer.

FOURTH: Grab their attention with incentives.

Consider offering coupons for first-time customers, and a loyalty program for returning patrons. Be sure to mention any deals, upcoming promotional contests or satisfaction guarantees you may have to offer.

FIFTH: Find ways to cut costs.

When creating your budget, consider teaming up with other companies or departments to split the costs of mailings. You can also mail in bulk for cheaper postage rates. Keep track of replies and follow-ups with customers, and spend a little more money on mailings for those customers with whom you have a consistent record of accomplishment.

SIXTH: Follow-up new school

Don’t try a one-shot approach. If this mailing list is worth contacting once, it is worth following up with. Try a second mailing a month later and don’t forget that old school should be followed up when possible, with new school, so if you also have email addresses for your direct mail customers and targets, follow up with an email of a similar look and theme. Maximize your contact efforts with a well-rounded approach and personalize your emails as much as you can to let your customers and targets know that they are NOT numbers … they are valued personal contacts.

Follow these direct mail marketing tips to create communications that will attract new customers as well as keep your current customers happy. Send out mailings on a consistent basis to stay top of mind with your target group.

Three Marketiers can create a unique DIRECT MAIL program for your company or Group and we can also tailor the campaign in concert with email, advertising and promotional items and advertising specialties to get the MOST from your contact lists? What are your thoughts on individual company magazines rather than broad industry publications? Email us at mikeb@threemarketiers.com to share your comments.