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Using Direct Mail to Improve Business
By: Brett J. Daly
Direct mail continues to be a very targeted and effective way to market to customers. It's far more likely to be read than e-mail promotions. Especially when coupled with offers, such as coupons, the medium can be a very cost effective method of promotion.
There are a number of necessary fundamentals. First, you must have an objective. It may be to increase store sales. Perhaps an offer such as a free gift will do the trick. Just be sure to have a clear purpose. It reduces the chance of passing along a confusing message.
Then, you'll need to have a mailing list. Perhaps you have a customer database you've been collecting. This is obviously a good group. Additionally, there are list brokers who can help you get lists that are very targeted, in terms of geography and interests. These are useful for attracting new customers, while your database is great for increasing purchases from your core of customers.
The next step is creating the piece. Working internally or with outside freelance copy writers and graphic designers are possible routes. Letters should clearly explain benefits. Use "you" instead of "we." Offers should have deadlines to create a sense of urgency.
Then, working to get your materials printed and mailed is the next step. If the mailing is small, a local Kinkos and some stamps may do the trick. If it is a large mailing, you may want to work with a printer and mailing house. They have economies of scale and equipment that will allow you to obtain postage discounts from presorting.
Last, but not least, track response. This may be as simple as collecting coupons. If 10 people responded out of 100, you know the response rate right there. Then make changes and test future mailings to improve return on investment.
Direct mail is often overlooked. However, it is a very effective medium. Many even use it very effectively to drive traffic to their website. As a small business, it is worth considering. The USPS.gov has a wide variety of resources available if you are interested in more information.
brettdalybusiness.blogspot.com
About the Author
Brett Daly is a Marketing Specialist for a software firm in the mailing and printing industries. He has an MBA and a B.S. in marketing with a minor in political science from the Rochester Institute of Technology.
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