5 Benefits of Direct Mail for Small Business Owners
Why do I have to pay for postage upfront when using direct mail?
If you’re a small business owner looking to increase sales, it’s important to understand the benefits of direct mail. While it can be a little more expensive than email, it is one of the most effective forms of marketing and can help you build brand awareness and generate leads and sales.
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- Recipients are more likely to respond to your direct mail piece than to an email.
Direct mail is a form of marketing that involves sending a physical item, such as a letter, postcard or package, to your prospects and/or current customers. This is often the preferred method of communicating with prospects and/or customers, as it can be more personal than email.
- Your direct mail will stay in your recipients’ homes longer than emails!
Direct mail tends to stay in the homes of your prospects and/or customers for an average of 17 days. This means that when your customers receive a letter or brochure from you, they’ll have an opportunity to review it with their spouses and children or discuss it with a friend or colleague, helping them make a purchase decision.
- A strong design is crucial for a successful direct mail campaign!
It’s important to ensure that the design of your direct mail pieces is attractive, attention-grabbing and branded with your logo. It should also be easy to read and navigate, making it possible for your recipients to quickly identify what you’re promoting.
- Keeping your mailing materials short and sweet is key!
While it’s tempting to try and pack your direct mail materials with lots of information, a short message will keep recipients engaged with your direct mail and ensure that they take action. If you’re selling voice-over IP phone systems, for example, your marketing materials could contain a picture of your products, performance statistics and a few short sentences about how it can benefit their business.
5. Your copy needs to be error-free!
The most common mistake that many businesses make when preparing and sending out a direct mail piece is to send it without ensuring that the message is error-free. This can result in a bad customer experience, and it will negatively affect your response rates.
- Your direct mail material should be a reflection of your brand image and tone of voice!
It can be very hard to stand out in a crowded digital world, so you need to make sure that your direct mail marketing materials are a reflection of your brand image and tone. This can be achieved through the use of colors, fonts and graphics that represent your brand personality and style.
- Including a CTA or promotional offer within your direct mail piece is essential!
When sending out a direct mail piece, you should include a call to action (CTA) that requires the recipient to act on your offer. This can be as simple as bringing the piece into your store or signing up for your newsletter, but it’s still an important factor in the success of your direct mail campaign.