5 Tips on Targeted Direct Mail Marketing for Small Businesses

Digital media has emerged as a great marketing platform for small

businesses. It has made it possible for small- and medium-businesses to

spread the word about their products and services in a cost-effective

manner. Email marketing, social media marketing, paid online ads —

small business today have a plethora of options to market their

products and services. However, email marketing has faced flak in the

recent past from consumers who often complain that their inbox is

flooded with too many emails and offers. Owing to high number of

emails that consumers receive on a daily basis, it has become very

difficult for a business to stand out from the rest and connect with its

potential customer.

Direct Mail in Digital Era

While there’s no denying the fact that online marketing is the future for

small- and medium-businesses, direct mail still remains a credible

marketing platform. It is effective in generating leads and acquiring new

customers. If executed correctly, direct mail can introduce the right

customers to your business and contribute to more sales. But as is the

case with email marketing, incorporating direct mail into your

marketing strategy without creating a robust strategy won’t bring in the

desired results. For your direct mail marketing to succeed, you need to

diligently research your target audience and create interesting content

that leaves an indelible impression on them. Mentioned below are 5

tips that will help you get started.

5 Tips on Targeted Direct Mail Marketing

Understand your target audience

Before you spend your hard-earned dollars on a direct mail campaign,

it’s important you thoroughly research who your target audience is. If

you have the time and resources, you can do the research on your own;

otherwise, you can seek hire a reputed mailing list broker to created

well-targeted mailing lists. It is important to identify the people who

will be interested in your products and services. If you send your direct

mail to all and sundry, not only will it cost you more, but the return of

investment (ROI) will also be insignificant. So, the first step for small

business owners is to work towards identifying their target audience.

Build a Targeted List

To build a well-targeted list, you will need to understand the tastes and

preferences of your audience. As a business owner, understanding the

demographics of your target audience can help a great deal in creating

a well-targeted mailing list. If you are going to hire a mailing list

provider, it’s important you understand the methodology that was used

to create the lists. You need to ensure that the names in your list are

those who are most favourable to associate with your brand.

Create Interesting Content

Creating interesting, useful content is an important component of an

effective direct mail marketing campaign. You should look to create

engaging content that grabs the attention of your audience. Including

something that is beneficial to them can also help develop engagement

with your target audience. Also, personalizing your mail can also help

develop rapport with your prospects. For example, instead of

addressing the prospect as “Dear Consumer”, it’s advisable to use

“Dear William”.

Include a Strong Call-to-Action

Along with creating brand awareness and reaching out to your

audience, direct mail is also a great platform for lead generation.

Therefore, it’s pertinent to include a strong call-to-action in your direct

mail. You need to ensure that it is fairly easy for your target audience to

get in touch with you. Your contact information, such as your phone

number or email address should be easy to spot for your prospects.

Track your Results

It’s important that you consistently track the results of your direct mail

campaign. Having a tracking system in place can give you crucial

information of what’s working and what’s not. It can also help you

make any strategic changes to adjust with the changes preferences of

your target audience.

Targeted direct mail marketing can help small business owners

connect with their target audience. When done correctly, it can not

only lead to more sales but also better customer engagement and

branding. We hope that the tips mentioned in the article are beneficial

to you.

Source: http://www.smallbizclub.com/sales-and-marketing-sections/advertising-and-lead-

generation/item/3229-5-tips-on-targeted-direct-mail-marketing-for-small-businesses