All types of businesses are always searching for new and innovative marketing strategies to enhance their brand recognition and expand sales and revenue. While online marketing methods have become extremely popular nowadays, that does not mean that the effectiveness of traditional marketing methods has diminished.
One such traditional marketing method that is far from outdated is direct mail. Not only does this exceptional medium help inform existing and potential customers about a company’s offering, but by doing so, it also helps drive a constant flow of new leads.
However, direct mail marketing might not be suitable for every business.
So, if you are still trying to figure out whether or not you should incorporate it into your marketing campaign, we are here to help you!
Here are a few factors that can give you an idea of whether you should develop a direct mail marketing campaign or not.
Building Brand Awareness for Your Local Business
Direct mail serves as an excellent tool to build brand awareness for old and newly-established local business. Whether you are opening a salon, dentistry practice, clinic, or any other locally-operated business, a direct mail marketing campaign can help get the word out about your business.
Every door direct mail (EDDM) is a type of direct mail service that allows companies to distribute their postcards to specific postal carrier routes at a fraction of the cost. The only condition is that the mail delivered will be without a name or address. Another option is to opt for saturation mailing, which is similar to EDDM, but entails a hint of personalization. However, regardless of the direct mail service you choose, this medium will help build brand awareness.
Database of Existing Customers
Direct mail marketing is ideal when you have a substantial list of existing customers that are aware of your brand and have made purchases from you. Considering that they are already familiar with your brand, a direct mail marketing campaign will not only help increase your response rates, but also remind them about your company.
In the case that you don’t have many existing customers, direct mail can still help you out. Most direct mail companies offer targeted mailing lists that you can customize according to your business. These targeted mailing lists can be customized according to demographics, such as income, age, etc. However, you might have to incur a small additional cost to obtain these lists.
Type of Market
Defining your target market is extremely important, so you need to be specific to ensure that your business caters to the exact needs of your audience. The more targeted your marketing campaign is, the more successful your campaign will be. Therefore, direct mail will only be effective in the case that you have your target marketing completely figured out and defined.
The more specific your mailing list, the higher the chance of your mail landing in the hands of prospects that are highly likely to purchase your products. However, if your business doesn’t have a specific audience, sending out direct mail at random will be a waste of time and money.
All in all, there’s no denying that direct mail is a powerful marketing tool that could serve your business in more than one way. However, it is imperative that you evaluate your business and tailor your direct mail marketing strategy around to ensure a successful campaign.