Direct mail allows you to market or advertise to a targeted group of existing clients or potential customers. A direct mail piece will usually include a message along with a special offer or discount to entice the prospect to make a purchase or to request additional information. Direct mail offers several advantages to small businesses.
Direct mail allows you to target specific markets. If you wish to market to a specific geographic area, you can break down your mailing list by areas such as ZIP code, city, or county. You can even pinpoint lists by demographics, such as age, income level, occupation or gender.
Ease of Response
Direct mail allows for easy response by your prospects. You can include a response card where prospects fill out their contact information and the best time to reach them and drop it in the mail. If confidentiality is a concern, you can use a postage-paid envelope instead, which also allows people to enclose a payment.
Privacy in Marketing
With direct mail marketing, your competition is less likely to discover your marketing strategy. Unlike television, radio or newspaper ads that are easily accessible by everyone, the only way your competitors will find out what you're doing is if they somehow get hold of your correspondence. This can give you a competitive edge, especially if your letter proves to be effective.
By placing a number or letter code on your response card, direct mail allows you to test a variety of letters to see which one is the most productive. Unlike some other forms of advertising, you'll know exactly where your customers are coming from based on the response card they send back. As a result, you'll know which letters to keep using and which ones you can discard, and which improves your overall advertising effectiveness.
A well written direct mail letter can make the reader feel that the letter was written especially for her/him. This can differ from other forms of advertising that are intended to have more of a mass appeal. A personalized touch can give the reader a feeling of trust, which aids in the building of rapport that can lead to a purchase.
For more information on Direct Mail, contact Blue Hill Press.