If you are a small business owner, you know that it is do-or-die to reach your customers with resonating dialogue. The main reason why small businesses fail to accomplish this is due to a poor marketing strategy. Even though we live in a highly digital age, direct mail allows businesses to bypass spam folders and get a piece of copy in the consumer’s hands.
The Effectiveness of Direct Mail
According to a Compu-Mail article called “25 Direct Marketing Statistics Prove Direct Mail Works,” 56% of customers find print marketing to be the most trustworthy type of marketing. This is due to the fact that direct mail offers small businesses the ability to get more personal with their message. This makes the customer feel less like a name on a list and more like a valued individual whose needs want to be met by your brand. Moreover, many recognize that it takes more effort to personalize a physical piece of copy rather than an email. With 70% of Americans saying mail is more personal than the internet, it may be time to consider using direct mail to reach your customers in a more meaningful way.
What Kinds of Copy Should You Send?
There are many things you can send to customers to ensure that your business stays top of mind. You can send postcards, coupons, brochures, catalogs, and other sorts of promotional materials. When trying to draft a design of your copy, you should be mindful of three things: eye-catching visuals, a strong message, and a clear action. All of these aspects need to then be tied together in a way that is personal for the customer. Without that key aspect, your copy will not have the glue to stay together when it gets into someone hands, and will most likely fall on deaf ears.
Who Should You Target?
The old method of mailing to as many people as you possibly can in the hope someone finds interest in your brand is just not feasible. This is especially wasteful for marketing budgets. The best way is to build customer profiles by figuring out who would be your ideal customer. From there you need to learn as much as you can about this customer like their age, demographic, and shopping habits. Of course, this will require more work if you are trying to target a whole new group of people that have not heard of your brand. You should also be targeting your current customers, for it is much easier to maintain current customers that have than it is to get new ones.
Start Your First Direct Mail Campaign
Direct mail is still an effective method for reaching your customer base. With highly personalized messaging complimented by stunning visuals, you can improve customer engagement and response with your marketing campaign. Take advantage of the direct mail’s versatility by sending different kinds of copy. Start physically connecting with your ideal customer with One Stop Mail, and begin breaking down the digital barrier that separates your brand from reaching eager ears.