With email, social media, websites, and other online options, one would think that direct mail marketing would be gone by now. However, anyone with a mailbox knows that it is alive and well.
What is direct mail marketing?
Direct mail marketing is a marketing technique whereby a physical piece of promotional material is sent through the U.S. Postal Service. Commonly called “junk mail,” most of it ends up in the trash can. sometimes, direct marketers try to make their mail look official to get the customer to open it. Such dishonest practices have given direct mail marketing a bad name.
How does direct mail marketing work?
Direct Mail marketing works by mailing the prospective customer some form of advertisement. When the prospective customer gets your mailer, you want them to look at it and contact you about your products or services. Once you get money from a sale, you can then sell the customer additional mail through the US Postal Service, about new products or services. These are actually more likely to be read because the customer has already done business with you, he knows you.
What do you need for direct mail marketing?
The first thing you need before doing direct mail marketing is to know who your prospective customers are. For example, if your business operates in Sunset, Colorado, you will be working through the Sunset post office, and you need a list of people only in Sunset, Colorado in the surrounding area.
After that, you need to a mailer. Now, these can take several forms:
- Coupon envelopes
All of these can be sent the U. S post office You will need some money to invest in it since mailing lists, mailers and postage are not cheap. This is particularly the case since to do effective direct mail marketing you need to send your mailer to thousands of people. However, the US Postal Service can help you here as well, because they give discounts on bulk mailings. Also, you want to make sure that your mailer is something that people will actually take time to look at and not throw it into the trash can.
Is direct mail marketing viable in the 21st century?
The simple answer to this question is yes, it is still viable. However, you have to be honest and do not try to fool your prospective customer into opening your mailer. It is best to make your mail or something they will always make them a little curious. Such as a postcard with an interesting picture on it. Do a good job on the mailer and they will at least look at it.
Why your business should use direct mail marketing?
If you are a business that provides goods and services to a specific area, been doing Direct Mail marketing of that area can help your business. If you are a big Nationwide company, Direct Mail marketing can still help your business. In both cases sending your mail to the post office is the most economical option. Furthermore, people will the least take a casual look at what they get in their mailbox every day to see what it is.