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    5 Replies Latest reply on Jul 2, 2009 3:29 PM by InsciteGirl

    Direct Mail Bring more customers to your business

    Dataguy Newbie

      Direct Mail touches people every day.


      Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it's delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, Direct Mail offers these benefits:


      It's targeted.
      Mass advertising (TV, print, radio, etc.) can be expensive and isn't always an option for small businesses.
      Fewer people are subscribing to their local paper and usually the distribution of the paper far exceeds the trade area of the business, thus wasting using shotgun marketing. Direct Mail can focus on a smaller group of individuals who are more likely to respond to your offer, they use your products or services and reside in your trade area, giving you a lot more "bang for your buck".


      It's personal.
      With Direct Mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they're more likely to respond. In fact, 55 percent of consumers "look forward" to discovering the mail they receive and 90% will read a postcard in hand.


      It's flexible.
      From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.


      It's tangible.
      Direct Mail allows you to physically place your message in your customers' hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, and coupons.


      It's measurable.
      Direct Mail is one of the few media channels that gives you the ability to track the success of your campaign. It's as simple as counting the inquiries you received or counting the number of coupons redeemed. By tracking and analyzing your results, you'll see what's working and can make adjustments to future mailings if needed.


      It's easy and cost-effective.
      You don't have to be a Direct Mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking Direct Mail piece. With some Direct Mail Web sites, you even design your piece, import your mailing list, and have the campaign printed and sent-all online.


      Take the rights steps
      First, profile your best customers to determine the demographics you want to duplicate with your direct
      mail campaign. The right list is most important in getting your message to prospects who use your products and services. Design a postcard or direct mail piece featuring information on your business and a special offer with a call to action. Make your mailings according your marketing strategy.
      jim/j-wall marketing
        • Re: Direct Mail Bring more customers to your business
          LUCKIEST Guide
          Direct Mail Bring more customers to your business, Welcome Jim

          YES most people look forward to their daily mail. WHY?? There is nothing in the mail most days.

          Yes we get mail 6 days a week. WHY?? What do we get delivered?? Bills, Advertising (that goes in the recycle bin) and Catalogs. Mail is expense and most of the time thrown away.

          Just my opinion, LUCKIEST
            • Re: Direct Mail Bring more customers to your business
              Iwrite Pioneer
              Yes, people throw away a lot of direct mail because a lot of direct mail deserves to be thrown away. It fails on so many levels to convey a solid message that connects with the reader, it insults their intelligence and it does not evoke any emotion from the beginning.

              However, when done correctly, which does not mean expensively, direct mail like any other form of advertising delivers real results. The challenge is doing it well. Direct mail today has gotten so good at targeting that you don't have to send out mass numbers of pieces. You can better target your audience, delivering a message that produces solid results. Yes, it costs money but if a business is ever going to grow beyond being a small business, it is going to have to spend some money.

              I have seen two and three part direct mail campaigns that actually had me looking forward to the next piece of mail, but that is a rarity. Just like your website, logo, emails, print ads, outdoor, tv and radio - if your direct mail doesn't stand out then it is a waste of money.

              Luckiest is so right. It is up to someone to make going to the mail box worth the effort. A local church in Dallas recently sent hand written letters to 200 new people in their community, welcoming them and inviting them to service. In the letter was a map of the area with all the grocery stores, hospitals, vets, schools, parks and everything they thought would be of interest to new neighbors. They got almost 30 visits from the 200 letters the first two weeks after the mailing. Most people said it was the handwritten letters that caught their attention. This was direct mail done well with great results. I firmly believe that a local business could have done the exact same thing and included a welcome to the neighborhood coupon. It is all about thinking it through.

                • Re: Direct Mail Bring more customers to your business
                  Dataguy Newbie
                  You are correct. In order to avoid reactions like Luckiest to your direct mail, you must make sure to use a list that targets the
                  right audience for your product or service. You can profile your marketing list to match your best customers. If I am a dog owner
                  and I receive a postcard with a special offer on dog grooming services, I will most likely read it. A business needs to create a profile
                  of their best customers and then use that profile to order their mailing lists. As you pointed out, it is also a great idea to regularly
                  send out information on your products and services to new residents in your trade area. Churches and non-profits have great success
                  sending out announcements of special events to a saturation list (all addresses) with in a given radius of their facility.

                  Successful direct mail efforts must be a combination of a great targeted list, a good mail piece and a relevant offer with a call to action. There is definitely a lot of "junk mail" floating around, but a good direct mail piece sent to the right prospects at the right time with the right offer is hard to beat
                  for return on your marketing investment dollar. Good Selling!
              • Re: Direct Mail Bring more customers to your business
                Direct mail is no doubt one of the best ways to reach out to the local shoppers.

                Well. In most cases, the return rate is very low. 10K coupons send out to one zip code with only 20 coupons back and 10 made purchase.

                Direct mail also show different results in different niches. Restaurant and Pizza are probably among those most successful businesses with direct mail. Do you own research on how local shopper in your local area using direct mail to make purchase is important.

                Now more and more local shopper are tunning their head to online advertising. Especially for those city wide or state wide service companies, there is no reason to pay for huge money to send out direct mail to the entire state.

                Anyway, for most local start up company, direct mail is still one of the cost effective ways to get start.

                • Re: Direct Mail Bring more customers to your business
                  InsciteGirl Wayfarer
                  Thanks Data Guy I thought this was a great article.