You are great at what you do. Experts in your field, delivering high-quality goods and services. Your customers are satisfied, but how do you find more? The challenge for any business owner is to make sure the world knows who you are. If you are interested in stirring up some business, you want the most effective way to get the word out about your products and services. While the world is going digital, don’t sleep on the potential return on investment you can achieve through something as simple as direct mail.
Direct mail has many distinct advantages, and while some may dismiss it as junk mail, it is a proven and effective way to market and drive profits.
What is direct mail?
Direct mail services connect potential customers with a physical piece of mail representing your company and the goods and services you provide. It can take shape in a variety of ways, but at the end of the day, potential customers will get to enjoy a snippet of your company in their mailbox, bringing your company to the front of their minds and driving up your sales.
Direct mail looks different for every company, and the options are endless. Larger companies use direct mail to connect with customers by sending out coupons and catalogs. Smaller local businesses can use direct mail to reach each household within their local area, often in the form of a flier or postcard. Mailing lists compiled using demographic data and tailor to each client’s individual needs. Address lists based on information such as zip code, income, age, or political affiliations are especially useful. Narrowing down your target market means your mailings make it to the homes of people most likely to want to use your business.
Why use direct mail?
Direct mail campaigns have a surprisingly great return on investment, making it something that every business should consider. While many companies focus on social media or Google Ads, because of their reach, direct mailing allows you to target everyone in a geographic region and put a physical piece of mail in their hands. An algorithm won’t limit who sees you, and you’ll hit all the potential customers who don’t engage on social media. While price varies, the cost to begin a direct mail campaign can start with just cents per piece, allowing you a broad reach of your target audience.
You obviously want to engage in direct mail for the profit potential, aiming to drum up some revenue while keeping marketing costs down. You want engaging, professional-looking marketing products that are a good representation of your company, and you want it done quickly and efficiently. Therefore, the direct mail partner you choose is extremely important. Deciding who to hire as a direct mail partner comes down to what is important to you in a direct mail campaign: options, services, features, and price. Here are some questions you can ask to make sure you land on the perfect direct mailer.
● What do they offer? Decide what you want, and find a direct mailer who can achieve your specific needs and wants. Are they offering you the chance to personalize? Are their design services high quality? Are their mailings eye-catching? What are their mailing and printing options?
● How is their customer service? When looking for a direct mailer, customer service is essential. You should like who you work with and feel confident and comfortable with your relationship with them. Are they responsive to your inquiries? Do they seem willing and eager to answer your questions? Are they prompt?
● How does their cost compare with other providers? You need a direct mailing campaign to drive more revenue than you spend, but that doesn’t mean you want to choose the cheapest option. Cost matters, but so does quality. Look for a direct mailer who can give you the most options for the price. What do they include for the cost? What is the cost breakdown per piece? Striking the balance of cost savings while providing services that are important to you will help you feel confident choosing a direct mail partner.
● What is their reputation? You want to work with someone who knows what they are doing and has a proven track record of experience. Do they produce quality work? Are they experienced professionals? Do they have a clear and knowledgeable understanding of all the postal service rules and regulations? Ask them for samples of previous work and read reviews from people who have worked with them in the past.
● What is their turnaround time? Efficiency is important. You want your mailing to hit customers while it is fresh and relevant, so you need to find someone who can meet those demands. What is their delivery time? Do they have any guarantees to ensure they will meet your timelines?
Is direct mail right for you and your company? Reach out to some direct mail companies and find out. With a proven track record of driving revenue, chances are pretty good that direct mail is something that can benefit your business.