How to Promote Your Business Through Direct Mailing
If you believe that email marketing may have killed direct mailing or other traditional marketing methods, then you may need to think again.
It is actually an established fact that direct mailing sports a higher response rate from recipients than its digital counterpart. In fact, its ability to invoke a response is about 10 to 30 times higher as compared to email marketing.
That is why, while the general perception denotes to the possibility that email marketing may take the cake from direct marketing, it is actually the other way around. Keeping this in mind, if you own a business of any kind, then turning to direct mailing as a part of a holistic marketing approach would be a prudent decision.
If you don’t already make use of direct mailing as a marketing medium, then the following observations may inspire you to visit your local USPS facility, like the Chelsea post office, soon.
How Direct Mail May Help You as a Business Owner
As a business owner, you might agree that operating your own little empire successfully is no easy feat. Regardless of the industry you involved with, you always have to manage administrative tasks such as staff performance, customer service, and marketing methodologies to scale your business to its potential heights.
While all of these aspects are important to your business’ success, marketing gets a distinction due to how crucial it is for driving new customers to your business.
As mentioned above, digital marketing seems to be increasingly popular among businesses over the past few years. While digital marketing methods are definitely important, it does not mean that traditional methods should be ignored.
Entities that are worth their weight know that physically tangible solutions such as direct mailing provide a higher return-on-investment (ROI) in terms of marketing spend and related response rate, but that’s not all.
Direct mail ads are also prone to evoking the following emotions:
- A greater desirability for the items or services being marketed.
- A higher chance to etch the name of brand into the recipients’ mind.
- A greater emotional connect that translates to purchase of services.
All of this translates to not only better exposure for your business, but also a higher chance to increase its revenue because of that increased exposure.
That is one of the reasons why more than 50 percent of all businesses peg direct mailing as a desired marketing medium.
How to Utilize the Benefits of Direct Mailing
Through direct mailing, you can harness the power of printed promotional materials that are delivered directly at your target audience’s mailing address. These materials may include:
Depending upon the kind of business that you operate, you can have your desired marketing material designed from your in-house or external graphics design team.
From there, it is just a matter of mailing the data to your target market.
You may do so by first sourcing the mailing addresses of your previous customers (who have not expressed an opinion about being removed from any mailing lists), or through mailing list brokers who can give you access to recipients that could qualify as your target audience.
Afterwards, it is just a matter of contacting or visiting the post office to dispatch your mail.
Since direct marketing has been observed to bring a higher turnover than that of digital marketing, you may be able to see the same happen for your business as well.