3 Ways to Be More Effective with Direct Mail in 2013

December 14, 2012 · 3 comments

in Marketing Ideas, Tips

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.

Be Precise

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.

Fast Stat: Direct mail transcends the age demographic, with consumers aged 18 to 34 preferring to learn about marketing offers via postal mail rather than online sources, according to national survey research from ICOM.

Be Personal

photo credit: Vu Bui via photopin cc

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.

Fast Stat: According to a recent survey conducted by Target Marketing magazine, the channel that delivered the strongest ROI for customer acquisition for B2C marketers was direct mail. Direct mail also scored the highest among B2C marketers for customer contact and retention.

Be Promotional

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.

Fast Stat: 21 percent of respondents in a survey by Ask Your Target Market (AYTM) say they are more likely to purchase based on direct mail promotions rather than email offers, especially when a coupon or discount is involved.

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!

About

PrintRunner offers online printing service based in Van Nuys, California. They specialize in supplying discerning clients with superior print stickers, business cards, posters, postcards, and other products at affordable rates. Get a FREE copy of their sample kit now and see for yourself.

Contact the author

{ 3 comments… read them below or add one }

Heather Stone December 14, 2012 at 7:32 am

Hi Christopher,

It's generally a mistake to discard an older marketing channel or medium just because something new's come along. Look at the audience you're trying to reach and what the data says about the channels that best reach that group. I'd put more emphasis on this than on assuming you need to go with the shiny red ball no matter what just because the channel you've been using is perceived as too old-school. Thanks for sharing this post with the BizSugar community!

Reply

Christopher Jan Beni December 14, 2012 at 9:20 am

Thanks for the comment, Heather!

Reply

Erica December 17, 2012 at 5:35 pm

Hi Heather,

Thanks for stopping by and for your comments. I couldn't agree with you more – discarding an older channel of marketing too soon could hurt a business. It isn't about moving from one thing to the next, but making sure each channel used is effective and reaching the right people.

- Erica

Reply

Leave a Comment

Previous post:

Next post: