It's called direct mail marketing when you send your sales message through the mail. The concept is really that simple.
The USPS says consumers actually look forward to that "mail moment" when they go through their daily mail delivery to see what they will or will not read.
According to a recent report on research of "U.S. Consumer Preferred Ways to Receive Regular Updates and Promotions",
• 54% prefer to receive in the mail
• 49% prefer emails at a frequency rate they choose
• 38% prefer to visit the company's website for updates and promotions
• 28% prefer to receive at the physical store.
Suffice it to say that direct mail is still one of the most powerful techniques to deliver your selling message. Email is in second place!
• The idea is for you to get specific responses to specific offers.
Be sure to figure out exactly how you want your customer to respond to your offer, (i.e. call 800 number, check website, visit your location, etc.). The trick is to "think through" what you want the course of action to be.
What do you have (or can create) that your audience segment wants? Keys to "What can you offer to get people to act on" are found within your customer profile.
So consider these opportunities when planning your mailing ...
• What to send?
a package?, a letter?, a postcard?
• In what form?
a coupon? a catalog? a newsletter?
• How often?
once a week for three weeks? more? less?
a one time mailing, or a campaign of many mailings?
• To whom?
your customer list? a purchased list?
• What about the mechanics?
who will design the piece? print it?
apply the labels? mail it?
Those are just a few questions to get you started thinking about specific details.
Sure, direct mail marketing is one of the most productive ways to pinpoint your message exactly to your chosen market segment, delivered when you want.
• The bonus? You are able to precisely measure the results. Always. Each and every time.
(For example, in a mailing of 30,000 pieces, you might get a response of one-tenth of a per cent for 30 appointments that resulted in a 50% conversion to 15 sales of $1,000 each for a total of $15,000 in gross sales.)
So the more mailings you do, the more data you will have to make predictions on similar mailings in the future.
A simple web search will show you lots of data on conversion rate variations.
Using direct mail marketing as the medium to contact your customers or potential customers is always on the top part of the advertising list for small businesses.
If you want further guidance, please Contact Us.
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