When we get mail, we often encounter bills or tax forms. We would much prefer mail with a personal touch. The memory of handwritten letters can make us smile. The good news is that you, the business owner, can own the mailbox.
I have extensive marketing experience, and one of my companies offers services in the direct mail marketing space, so I’m here to show you how to channel that desire for printed connection to grow your customer base.
What is direct mail marketing?
Direct mail marketing, also called mail advertising, means using the post to send out promotional documents and items to consumers. It’s a simple, and literally timeless, strategy.
Today, you can do wonders with a mailing strategy. The right postcard or letter could bring customers to your door, brick-and-mortar shop or webpage. You can send personalized, targeted mail that will lead consumers to trackable landing pages. Below are some tips to help you get started:
Purchase or develop a specific mailing list.
It is legal to purchase mailing lists, unlike with email, but make sure to source your companies when doing the former. Zip codes are too broad — you have to figure out who specifically you want purchasing your products.
When drafting your own mailing list, use a form of demographics or psychographics to determine your target audience. Take note of who becomes customers, and use metrics to analyze conversion rates.
Personalize your material.
Consumers like to know that someone cares about them. “Dear Sender” or “Resident” can make a person feel like a commodity, but using their names will convey respect and decency. Knowing you value them as individuals makes consumers more likely to engage.
Proper names are a good start, as is including a handwritten note on the material. If you are including any discounted freebies that can be personalized to the recipient, do so. Make sure all your information is publicly available so consumers can easily find contact and other details about your company.
Use mail material as a call to action.
Motivate your consumers. Encourage them to visit your stores, browse websites or call in an order. Promoting sales or special events on flyers can do this — you can also include inexpensive freebies, discounts or coupons that must be redeemed online or in store. If you want to do freebies, consider what you can mass-produce affordably.