Using Direct Mail as a Marketing Tool

In these modern times, contacting a large customer base has been mainly relegated to mass emails that have an impersonal touch. Although it may seem old-fashioned, direct mail is still a viable option for marketing success.

By making the mail content personal, you strike a chord with each individual customer, from colorful postcards to exciting flyer mailers. Using postal mail to market your product or service takes consideration of your audience, and engaging their minds.

Consistent Timing

People feel comfortable with familiar things, from a favorite childhood soda to a reliable dish detergent. To create familiarity throughout your customer base, your mailing habits need to be consistent. Don’t just mail one flyer every six months. Customers are more prone to throwing it out. Instead, mail flyers once a month, or even every other month.

Even if you do not gain a sale off the first flyers, customers are seeing your brand or logo on a constant basis. If they are in need of that item in the future, they automatically think of your business as the first choice.

Target Specific Customers

Sending one specialized flyer to your entire customer base may not be the best strategy. The customers that do not feel the information applies to them will quickly dismiss the information.

Pinpoint a particular customer base to send your mail strategically. For example, examine your recent c sales that included printer purchases. Send a mailer for a printer ink sale several months after the printer sale.

You are offering a product that the customer is already pricing or will need soon. This targeting strategy saves you money on mail costs while increasing potential sales.

Create a Storyline

People enjoy a good storyline, regardless of the format. Create a fun cartoon that centers around your business, such as an office cubicle scenario or coffeehouse setting. Use stick figure characters to form a small storyline that continues on to the next mailing.

Add all your pertinent business information on the mailing to add context to the funny or interesting storyline. Customers will start to look for your mailings each month just to see the storyline. As a side effect, they will also start purchasing your products or services, especially if it means more mailers to come.

Endnote

Engaging the mind, and making your marketing clear and concise, gives you a strong chance at high sales off of mail marketing. Analyze your customers and business culture to find the right marketing strategy for your products or services, bringing ample business to your accounting books.