An Intro to Direct Mail Marketing
Direct mail marketing is a powerful tool that businesses can use to reach potential customers through the mail. Direct mail marketing involves sending promotional material, such as flyers, brochures, catalogs, postcards, and other mailings, directly to a targeted group of people more likely to be interested in a company's products or services.
Direct mail marketing is an effective marketing strategy that allows businesses to engage directly with their target audience. It provides a physical touch that digital marketing techniques cannot replicate. The physical nature of direct mail also helps create a more tangible connection with potential customers, which can be an advantage in a world increasingly dominated by digital communication.
Define your Target Audience
The first step in creating a direct mail campaign is identifying the target audience. This can be done by analyzing customer data and determining which market segments are most likely to be interested in a company's products or services. When creating a target audience profile, it is important to consider factors such as demographics, location, interests, and purchasing behavior.
Create Promotional Material
Once the target audience has been identified, the next step is to create promotional material. This can include various items, such as flyers, brochures, postcards, or catalogs. The content of the promotional material should be designed to capture the target audience's attention and highlight the benefits of the products or services being offered. It is important to ensure the material is visually appealing, readable, and has a clear call to action.
Select a Distribution Method
After creating the promotional material, the next step is to distribute it to the target audience. This can be done through various methods, such as direct mail, door-to-door distribution, or distribution at events. The distribution method will depend on the target audience and the resources available to the business. Here are some of the most popular direct mail distribution companies:
USPS Every Door Direct Mail (EDDM): EDDM is a service offered by the United States Postal Service (USPS) that allows businesses to target specific neighborhoods or zip codes with their direct mail campaigns. This service is ideal for small businesses and organizations that want to reach a specific geographic area without purchasing a mailing list.
Vistaprint: Vistaprint is an online printing company that offers a wide range of direct mail products, including postcards, flyers, brochures, and more. They also offer design services and can help businesses create their direct mail campaigns from start to finish.
Valpak: Valpak is a direct mail company specializing in coupons and offers. They distribute coupons and offers through various channels, including direct mail, online, and mobile.
PostcardMania: PostcardMania is a direct mail company that specializes in postcard marketing. They offer design, printing, and mailing services and can help businesses create custom postcards tailored to their specific needs.
These are just a few of the many direct mail distribution companies you can choose from. Each company has its strengths and specialties, so it's important to research and choose a company that best meets your needs and goals for your direct mail campaign.
Manage Tracking & Reporting
One of the benefits of direct mail marketing is that it allows businesses to track the success of their campaign. This can be done by including a unique offer or discount code in the promotional material and tracking the number of responses or sales generated by the campaign. This information can then refine future campaigns and improve their effectiveness.
The Key Point
Direct mail marketing is a powerful tool that businesses can use to reach potential customers through the mail. It allows businesses to engage with their target audience directly, create a more tangible connection, and track the success of their campaigns. By carefully identifying the target audience, creating engaging promotional material, and using effective distribution methods, businesses can create a successful direct mail marketing campaign that drives sales and grows their customer base.