Unlike email marketing, which usually competes with dozens of other emails in a day, direct mailers are usually one of just a handful of pieces in a mailbox.
Through a direct mailing company or list broker, you can tailor your address list to send your marketing materials to only the individuals or businesses that fit your target demographic.
Along with printing and sending your mailers, a good company will help you design eye-catching promotional material.
In an age where the internet allows us to instantly communicate with anyone on the globe, the concept of relying on the United States Postal Service (USPS) to deliver your small business’s marketing may sound counterintuitive. But for countless small businesses, direct mail marketing not only gets the message across, but regularly brings in new customers.
Direct mail is a type of marketing service that can help you design and ship postcards, brochures, and other printed items straight to the mailboxes of hundreds or even thousands of existing and potential customers. Whether your small business caters to individual consumers or other businesses, direct mailing can help you maximize the return on your advertising budget by focusing on the addresses that are most likely to respond to your message.
“Direct mail creates a one-on-one connection that’s hard for other media channels to match,” said Tom Foti, executive director of product management for the USPS. “It lets you incorporate coupons, reply cards, mobile barcodes su
1. Target your customers.
A direct mailing campaign can only be successful if the address data lines up with the type of customer you want to draw in. More than 187 million pieces of first-class mail pass through the USPS each day, so you need a solid mailing list to make sure your direct mailers go to the right places.
Sometimes, small businesses will simply get appropriate addresses from their customer data. While that method will save money in the long run, not every direct mailing campaign should draw on an existing customer base – many times you want to bring in new faces. If that’s the case, you’ll likely either get your list directly from your direct mailing provider or obtain one through a list broker.
In either case, you’re usually able to pinpoint exactly which houses or businesses you want to target with your direct mailers by selecting specific criteria, such as household income, recently engaged couples or businesses owned by minorities. You can also specify an area to target, such as by designating specific zones or setting a radius.
According to Milena Marguenski, owner of US Presort, most businesses will want to create a “best customer profile” that helps them visualize exactly who they want to target.
“Some businesses want to target customers with very high incomes, while others want the opposite,” she said. “Your demographic selection strictly depends on your type of business. What’s important is that the more targeted the list, the higher the results.”