Don't Underestimate the Power of Direct Mail Marketing- | SmallBiz ...

In a seemingly technology dependent world, it is easy to forget about traditional forms of marketing. Direct mail marketing was once the most widely used, and effective, method to reach out to clients. A personal approach is always appreciated. It is the quickest way to show your clients how professional you are.

Small businesses particularly may think direct mail marketing is best left undisturbed. With budgets being increasingly tightened and outgoings rising, it can seem like an expensive waste of time. However, many businesses still yield great responses from their direct mail marketing strategies. Traditional sometimes really is the best, and here?s how you can reap the rewards:

1) First Impressions Count

You never get a second chance to make a great first impression, and this is vital when targeting your clients by post. In an age where homeowners are bombarded with spam letters you need to make yours stand out on the doormat.

Bespoke printed envelopes?are a simple but effective way to catch peoples? eye. Incorporate your company logo and colour scheme to help cement your brand identity. This professional appearance is the first step to getting your letter read, and hopefully responded to.

If you?re asking clients to post something back, add return addresses on the back. This is also vital if, for any reason, your letters cannot be delivered. It will help cut back on waste as well as letting you know exactly how many people are being reached.

2) Keep It Consistent

Follow up your personalised envelopes with printed and personalised letterheads. This continues your professional appearance and helps put your point across. People will respond well to a clear brand identity and it helps keep your business recognisable.

A letter addressed ?Dear Homeowner? or ?Dear Customer? is the quickest way to get people to throw your letter in the bin. If your customers feel important, they are much more likely to read and respond to you.

3) Tailor Marketing to Your Clients

Most small businesses have conducted some form of market research to discover more about their clients. If you have, use it. You can tailor what you send out to people depending on their specific interests and buying patterns.

For example, as an e-commerce business you would have information on a specific customer who loves to buy shoes. You can send her personalised letters about your latest shoe sale, and some new additions to the range.

If you?re sending out the right things to the right people you will yield more results that a standard letter for everyone. Once a customer has brought with you, send personalised thank you notes with their goods. They will appreciate the unique touch and will be much more likely to make a repeat purchase.?

4) Direct Them Online

A great way of tracking the success of your offsite marketing campaigns is Google Analytics. Include a specific URL in your marketing so you can check to exact number of people visiting your website. If you are doing this, make sure your page is indexed in Google. Some people may accidentally search for URL?s that way and may not find you otherwise. Similarly you could add a specific discount code to track purchases.

If your budget won?t cover printed forms of direct mail marketing, you can follow a similar approach for email marketing. Daily emails are a big ?no-no? as people will opt out. Instead send tailored, personalised emails that related to what they have brought. Again, specific URLS?s can be included to track visits.

GUEST AUTHOR PROFILE:

If your business could benefit from bespoke letters and envelopes, look no further than Charterprint. Charterprint is one of the UK?s leading?print management company?and is on hand to aid you with your personalised mail marketing.

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