3 Keys to Direct Mail Marketing

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When you are a small business owner, your marketing is one of the most important things you will focus on. A pretty sizable amount of time or money will be dedicated to ensuring you are talking to your audience. 

Great marketing comes from really knowing your audience and connecting with them on a level that they understand. You highlight their problem and why you are the right person to fix it. 

While there is a lot to be said for the marketing capabilities of social media, traditional marketing has its place. One of the ones that should have some of your attention is direct mail. 

Direct mail is an innovative and cost-effective way to advertise, but there are three key things to keep in mind when you decide to go down this route. 

Photo by Liam Truong on Unsplash

What is direct mail marketing?

Direct mail, in marketing terms, is where your materials are delivered directly through the door of your intended audience. It covers any physical correspondence you send, from letters, and flyers to direct mail postcards and more. 

Typically there will be a description of your business, your business name, a call to action, and a way to be reached. 

Time 

With any type of marketing, you should look at the potential investment return. Since you need to keep in mind that many of these will be discarded, limiting your time investment is wise. 

Make sure that your copy is compelling, error-free and the images you use don’t detract from the main message. 

Market

While you might want to maximise your exposure, what you actually need to do is strategically send these out. Working with a direct mail specialist should give you some key demographics about the different areas they cover. Find the areas with the most amount of similarities with your target audience and start there. 

Test small areas and adjust your strategy as you go, and keep working out your ROI every step of the way. 

You can also run some A/B testing and have two or three different types of copy and design. Improve on the one that is the most effective. 

CTA

A great call to action doesn’t just say: call us. A great call to action might be an offer, a discount, or something that makes sense to your offering. It should be clear and one of the leading texts visible on the flyer. 

Unlike many other forms of marketing, you aren’t looking for impressions, shares, or likes. Direct mail is looking for contact to measure how successful it was. 

Even with those three main points, you will need to make sure you follow up on all leads. You may have a couple of phone calls, some emails, or even some social media bumps. Remember that you should re-engage after the initial contact as quickly as possible. 

Direct marketing can be one of the doorways you use to create even more online traffic – after all, the first thing people tend to do is check a website after getting a flyer! 

Perhaps you are still working on that big business idea, in which case here is a great post to help you make sense of what you will need to do: Everything You Need To Know About Business – Midwife and Life. 

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