2013 is fast-approaching! As you begin to finalize your business’s budgets for next year, don’t count direct mail out.
A successful direct mail strategy can help your business become more successful. According to USPS direct mail stats, 12-15% of people made a purchase off a company’s website after receiving a letter or catalog in the mail. And if those are just the numbers for a purchase, imagine the impressions and brand awareness you will receive from a well-conceived direct mail!
Here are three ways a business can be more effective with direct mail marketing in the New Year.
Segmenting an e-mail database is a common practice for e-mail marketing mavens. However, some direct mail marketers haven’t caught on. Segment your direct mail messages to different audiences and realize who you are likely to reach through direct mail.
While some businesses may be more successful online, others will find greater success with direct mail. Using customer data properly can make or break a direct mail campaign. It is important also to realize that your marketing messages on Twitter and Facebook may not translate well to direct mail, and vice versa.
A survey conducted by Millward Brown revealed that physical media, such as direct mail, left “a ‘deeper footprint’ in the brain.”
The best connections between a business and a consumer are made when the customer feels they’ve had a great personal experience. Personalizing direct mail is a great idea for a business is who looking to yield a greater ROI for their direct mail efforts.
Including information on how the consumer can connect with your business online is another way to make your direct mail efforts more successful. Instead of establishing your website and social media accounts as their own channel, use them to amplify the results of direct mail campaigns.
Your direct mail messages should also be focused on adding value to the consumer while promoting your brick-and-mortar business. You can ask people to head to Facebook for a discount, or stop by the store with a coupon from a flyer.
Do you have other advice to small business owners on how to be much more effective with running a direct mail campaign? Let your thoughts and ideas be heard by commenting below!
Erica Bell is a small business writer who focuses on topics such as copiers for direct mail printing and effective direct mail marketing. She is a web content writer for Business.com. Find them on Facebook and Twitter!