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Direct Mail Campaign: 6 Reasons to Include Coupons

Direct mail campaign: 6 reasons to include coupons

Direct mail campaigns are an effective method of advertising that has passed the test of time. In our digital era, receiving mail in the mailbox instead of your inbox can be both exciting and refreshing. 

Direct mailing campaigns help you to advertise directly to potential customers, as well as remind existing customers of what you have to offer. There are many different ways in which direct mail marketing can be designed to make sure you stand out from the rest. 

Direct mail designers can use different mailer sizes, fonts, graphics, and colours to draw the viewer’s attention towards the message of their mailing campaign. At the end of the day, the goal of any direct mailing campaign is to catch the reader’s attention and respond by making a purchase from your company or business. 

Your direct mail campaign can be made more attractive by the addition of a coupon, which includes a promotional offer on items or services purchased. Regardless of income, people rarely turn down the opportunity to save some money on their purchase. 

Customers from all demographics use coupons to save money. Many business owners may worry that offering coupons in their direct mail offer could reduce their profits or create the impression that they are a budget retailer. 

Fortunately, this isn’t the case. With the right coupon marketing strategy, you can remain profitable and greatly improve your business. In fact, many people will appreciate the coupon and see it as an opportunity to save, rather than view your business as low-budget. 

There are many excellent reasons to include coupons in your direct mail marketing. Here are 6 reasons why it’s something you should definitely consider:

Invite New and Repeat Customers 

As a growing business, it’s important to invest resources to get new customers. It is also equally as important to retain the customers you already have, and encourage them to visit you or purchase your products or services again. 

Direct mail coupons are a great way to maintain customer loyalty. Although you may feel confident in your current customer base, your competitors can catch the attention of your already existing customers by offering them valuable discounts. 

It’s important to stay one step ahead in the advertising game and hold on to your existing customers by offering them coupons that are more valuable than what your competitors are offering. 

Track the Success of Your Campaign 

You’ve carefully designed your direct mail campaign, included a great coupon, and sent it out to your target demographic, but what now? How can you determine whether your mailing campaign was a success or not? 

An excellent way to do this is by counting the number of coupon redemptions made. This is an easy way to track response rates and allows you to connect the sales back to your direct mail advertising. 

Suppose your direct mailing’s main purpose is to increase sales and revenue by getting new and returning customers into your business. In that case, coupons can allow you to accurately calculate the return on your investment. It’s also a good idea to send out more than one type of promotional offer to see which one people are more likely to redeem; then, you can use the most effective offer for future direct mailing campaigns.

Coupons Impact Product Popularity 

The types of coupons that you offer will impact what your customers purchase from you. In many cases, customers who receive coupons for new items they normally wouldn’t purchase are more likely to buy the discounted item. While they are browsing your store, they may even purchase additional, full-priced items that catch their interest.

Coupons Guide Potential Customers

Direct mail coupons can be very powerful tools for marketing. They are an effective way to motivate potential customers to come and make a purchase from your business. 

Using coupons in your direct mail advertising not only attracts customers looking for a good deal but can impact the type and location of the stores they pay a visit to. Irrespective of whether customers have visited the store previously, coupons can motivate shoppers to visit stores and businesses they may never have been to before, just to use their coupons.   

Reinforce Your Brand

Nothing is quite as effective for the growth of your business than for your brand to remain at the forefront of people’s minds. You want your brand to be the first thing that pops into people’s heads when considering making a purchase. Some ways to reinforce your brand, such as radio advertisement jingles, can be great but aren’t always feasible. 

Coupons are an excellent and relatively affordable alternative for your customers to identify your brand. Mailing coupons will help your customers associate your brand with great deals, quality products, and low prices.

Create Targeted Campaigns

Coupons are an excellent way to help target specific groups of customers. Design your coupon and mail-out according to the types of products you are trying to promote. Keep your target audience and products in mind, and coordinate your coupon colour scheme and design to catch your customer’s attention and create a unique experience for them.

Coupons are an excellent tool to use in your direct marketing campaign to elevate your business. An effective direct mail strategy can be the difference between customers selecting your business over a competitor. 

Regardless of who your customers are and where they come from, one universal factor is that everyone enjoys a good deal. Coupons are an excellent way to help your customers get what they want and save their money at the same time. 

Create Your Coupon

At Troi Mailing Services, we can even help build coupons into direct mail postcards, flyers, brochures, and/or magazines with a perforated line for easy tear-off. Coupons will help you attract new customers and foster a relationship of loyalty with your existing ones, making you stand out from your competitors. Give your customer a coupon to hold onto and an offer deadline to get them motivated to make a purchase. Be sure to make coupons a key part of your next Canadian direct mail marketing campaign, and reap the benefits.  

To learn more about why you should include coupons in your direct mail advertising, call Troi Mailing Services in Toronto at 1(866) 486-9350 or contact us here to learn more about our direct mail services.

About: Seamus Barton
Seamus Barton - Author
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.

You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster

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