As a small business looking to start reaching customers through direct mail marketing, one of the first things you need to do is create your in-house direct mail list. It is more cost effective to target existing customers, who already know who you are and how you conduct your business, in order to increase their business with you or at least recommend you to their family and friends.
You can get their addresses when they register on your website for deliveries, or simply incentivise them through contests, special deals, or loyalty programs. By looking at the interests, age, gender, income level, geographical location, and other elements of your existing clients, you can gain a better understanding of who your customer is. Use this information to acquire a relevant mailing list for your target audience.
You may consider buying or renting a third-party mailing list that matches your target audience. Once you have the addresses of your existing and new customers, it is time to start creating and sending out your mail pieces. Some of the common mailing solutions available to small businesses include:
- Unaddressed direct mail services
This is the easiest way for businesses to send direct mail. Unaddressed direct mail allows you to deliver your mail piece to every address within a specific geographical target area without requiring you to know the names or even the addresses of the recipients. Postage costs are cheaper with unaddressed direct mail.
All you have to do is choose an area where you want to promote your business and leave the mailing service provider to handle the logistics. The mail item could include a brochure, sample, coupon, flier, card, magazine, or envelope that is directed at a single postal route consisting of apartments, houses, businesses, farms, or any combination of the four.
- Easy direct mail
This option allows you to communicate to your audience in specific areas using a postcard or letter to advertise your business and brand. You can use direct mail services for targeted marketing. You can send any mail piece or item that meets the standard size and weight requirements.
- Personalized direct mail
This option has the highest chance of success and response as it uses a specific list of customers, including existing and new ones that match the criteria for your ideal customers.
- Business reply mail
This option allows you to send a card, with or without an envelope, to your consumer at low postage costs. You only pay postage for the pieces or items returned to you.
When planning your mailing options, it is important to keep in mind that you can send direct mail in a variety of formats, including standard letters, postcards, self-mailers, and catalogues. Each type of mail offers unique benefits, so find the most appropriate one for your business.
Interested in adding direct mail marketing to your advertising mix? Please call our Toronto mailing house at 1-866-486-0423. Troi spells success, one letter at a time!