Posted By Seamus Barton
How Mail Advertising Can Help Grow Your Small Business
Direct mail advertising is a huge asset to small businesses. This engaging, tangible marketing model delivers brand messaging in a way that faceless digital marketing tools often miss. For small local businesses looking to make a mark in their community, direct mail can enhance brand recognition and customer engagement.
At Troi Mailing Services, we serve Canadian and American businesses of all shapes and sizes, specializing in mail advertising, among other direct mail services. Here, we’ll talk about how direct mail advertising can help grow your small business and how to use it effectively.
Offering a High Return on Your Marketing Investment
For small businesses working with small business marketing budgets, ROI is critical. How much you get back on your initial marketing investment can make or break a small business, especially as you start out. Fortunately, direct mail marketing has one of the highest rates of return compared to other marketing strategies.
Knowing your marketing efforts are reaching an audience and serving their purpose is a great feeling. This keeps you from overspending on efforts with potentially low returns.
Creating Memorable Marketing Campaigns
Digital advertising is so common and comes in such high quantities that many online platforms have designed filters to weed out most of it. The risk of your advertisement getting caught in a junk filter means wasted time, energy, and investments.
Worst of all, the information that does squeeze through is sitting in a list of 20 to 100 other emails or messages just waiting to be clicked or ignored.
While direct mail advertising still has the potential to be tossed aside or ignored on a dining table, it’s a tangible object. This means consumers can physically hold the marketing content in their hands.
Whether they thoroughly investigate the contents or not, your message is sitting in front of their face, on their kitchen counters, and in their mail holders for later sorting. Direct mail makes a memorable impact on your target audience.
A unique piece of mail is much more likely to draw and hold the attention of the receiver than any email or direct message, especially considering how many online messages people get bombarded with every day and how little mail is sent to consumers in today’s society.
Interacting With Customers
Direct mail advertising offers innovative ways to interact with customers and invite them to interact with your brand. Promotional offers present a call to action, encourage consumers to call, follow you on social media, register for an exclusive offer, or share codes with friends and colleagues to earn further benefits with your company.
QR codes are a great example of this interaction, calling on consumers to check out where your code sends them. If there’s a form or contact page involved, that’s further interaction to encourage progress toward a sale.
Reduced Marketing Competition
The marketing world is oversaturated in many areas, including most digital platforms. Direct mail advertising, on the other hand, provides a more niche area of marketing. The less competition you have in your ad campaigns, the more likely it is that consumers will sit up and take notice of your ads.
For small businesses, local competition is a driving force in everything from advertising to price points. Finding ways to connect with customers outside of the box gives you a foot up on similar companies around your city.
Creating Trackable Results
Direct mail advertising offers trackable results, so you’re not flying blind. That earlier mentioned QR code, landing page, or even an email contact can all be tracked and recorded for later metrics and analytics reporting. Not only can you see how many of your mailers are successful in drawing in new consumers, but you can customize URLs to record how many visitors came through on which type of mailer.
Knowing your campaign’s strengths and weaknesses give you ample opportunity to improve on your next round of direct mail advertising. This, in turn, creates a whole new way of tracking progress and success as campaigns change and grow.
Opening Doors to Creativity
The art of creativity is imperative to the success of an ad campaign. The modern consumer is educated, willing to do research to find the right product, and has probably seen it all before. Using a tangible form of advertising over a digital-only ad campaign drastically improves your options for creative direction.
Direct mail advertising provides a wide range of creative marketing options, including:
You have the ability to design and deliver your brand in ways that consumers haven’t seen before. Setting yourself apart from local and nationwide competitors improves your chances of getting noticed.
Sending a Literal Invitation
Sending invitations in the mail is an age-old tradition and one that gives small local businesses a foothold over large national brands. Showing your community that you’re one of them is a huge step forward in encouraging customer loyalty and growth as a small business.
Whether you’re a new business or a long-standing company, you can use an invitation mailer to host a community event or launch party. You can invite potential customers to come chat with like-minded people, meet the team, see new products in action, and of course, eat good food.
Tangible paper invites are meaningful, memorable, and more importantly, they’ll be seen for what they are. With so many digital scams floating around, consumers are more cautious than ever before to go out on a limb and believe the contents of an email from an unknown source. A local mailer from a company down the road is far less likely to garner concerned reactions.
Contact Troi Mailing Services Today
Troi Mailing Services can help you on your way to creating a direct mail advertising technique that’s right for your company. Whether you need help in the printing and mailing department or determining the right type of product for your consumers, we’ve got experts with years of knowledge on the subject.
Interested in learning more about direct mail advertising? Troi Mailing Services has answers. We offer Canadian businesses access to:
- Printing services
- Postal code targeting
- Custom postage rates
- Data processing
- Variable imaging
- Not-for-profit mailings
- Direct mail advertising
If you run a small business, we invite you to give us a call at 1-866-486-9350 or visit us online to get a free quote.
About: Seamus Barton
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 firstname.lastname@example.org. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster“
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