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Direct Mail is Hot Again. Here's How to Use It
sba.gov
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Making Direct Mail Work “If you want to get started with direct mail, you have several options, including postcards, catalogs or catalog-like booklets.” The option you choose will be based on your budget (direct mail isn’t cheap) and your goals. Once you’ve made a decision:
If you want to get started with direct mail, you have several options, including postcards, catalogs or catalog-like booklets. There are even group mailers that combine several companies’ offers in an envelope. (Vox cites one company, Share Local Media, that’s targeting millennial Brooklyn hipsters with the type of mailers their parents used to get full of ads for mini blinds or power washing services.) “The option you choose will be based on your budget (direct mail isn’t cheap) and your goals.” Start with your existing customers. If your direct mail isn’t relevant to the recipient, it will hit the circular file. More than two-thirds (68%) of consumers immediately throw away mail from a brand or retailer they haven’t heard of. However, 76% will discuss mail from a brand or retailer they have purchased from in the past.
Combine direct mail with email. Media Post suggests starting with direct mail and following up a week later with email. It also recommends sending two emails for everyone piece of direct mail. You can make direct mail part of your automated marketing campaigns by setting up triggers to send direct mail after a prospect takes certain actions, just as you would with a drip email campaign. Both the email and the direct mail piece should use the same design elements and messaging to reinforce your brand and your offer. “Use landing page visits, coupon codes, and redemption rates to see how well your direct mail campaign is working.”