Today’s small businesses have a huge amount of choice when it comes to marketing channels. There’s online, print, radio, television and a huge range of other options to choose from, even for the smallest or newest of businesses.
While other marketing methods may be more glamorous or trendy, one of the most effective ways to raise awareness for your business, create action, and generate real results is by delivering direct mail postcards to your target audience.
From prompt delivery and an immediate impact to value for money, read on to learn how direct mail – and in particular, direct mail postcards – can give your business a steady flow of leads, sales, and loyal customers.
Marketing is all about choices. Every campaign involves selecting one message over another, choosing one design out of several concepts, and choosing one audience to market to over another.
One of the biggest choices many direct marketers have to make today is between an older, more traditional marketing channel – direct mail – and its newer and cheaper alternative, email.
In the choice between direct mail and email, the diplomatic answer – that both email and direct mail are great channels, when used properly – is the correct one. Each has its own advantages and disadvantages, and each can lead to a successful campaign.
That’s the short answer – the real answer is significantly more detailed. We dug into the advantages and disadvantages of both email and direct mail to help you find out which is the most effective direct marketing channel for your business.
Your headline is the first element of your postcard, poster, or brochure that people will read, so it’s important to make it count. There are hundreds of ways to write a headline, but not all are equally effective for every marketing campaign.
If you’re struggling to come up with a headline for your direct mail campaign or any other marketing material, don’t worry. Even the world’s best copywriters run into a bout of writer’s block every now and then, especially when it comes to headlines.
From thought-provoking questions to authoritative statements, effective headlines can take many forms. Learn four valuable techniques that you can use to write the perfect headline for your direct mail postcard, poster, brochure or flyer.
The right photos can transform your direct mail campaign from successful to outstanding. From product photos to photos of your target audience, choosing ones that suit your offer can have a huge impact on your return on investment.
For most marketers, hiring a professional photographer to capture photos is a major expense that’s not always necessary. As a result, most marketers use stock photos to illustrate their direct mail postcards and other marketing materials.
Stock photos offer a huge range of benefits. Since they’re shot using high-end photo equipment, they’re crisp and perfectly focused. With millions of stock photographs available online, it’s also easy to find a high quality photo of almost anything.
Despite these advantages, stock photos have one serious downside: more often than not, they look generic and staged. Here are three tips to help you use stock photos that enhance your offer instead of distracting from it.
Does your retail store have an exclusive sale or special event coming up? Whether you want to bring in new customers or fill your store for an opening party, using a flyer to promote your store is a great way to generate attention.
While most professional designers use software like Adobe Illustrator or Photoshop to design flyers, you can create a similar flyer yourself at no cost (or, if you use stock images, an extremely low cost) using online design applications like Canva.
Here we will show you how to design an eye-catching, engaging, and effective retail store flyer using Canva. We’ll use a fictional retail store – a vintage clothing store called “Vintage Den” hosting an opening party – as our example business.
At first glance, email marketing and direct mail marketing look remarkably similar to each other. They’re both highly targeted, inexpensive, and ideal for informing prospects about the value your business can offer.
Similar doesn’t mean exactly the same, however, and while direct mail marketing and email marketing might share some common elements, they also share a huge range of differences.
Direct mail achieves far higher response rates than email – often 30 times higher with a targeted mailing list. It also offers a far longer shelf life, with emails quickly discarded and direct mail postcards often kept around for several days.
These advantages don’t make direct mail a better all-around choice than email, as both marketing channels excel in different circumstances. In fact, direct mail and email are incredibly powerful when used together in an integrated campaign.
Here are three ways that you can integrate direct mail and email marketing to create a powerful synergy, achieve higher response rates, and keep your business at the front of your target audience’s mind.
How does your business establish trust with its audience? From guarantees to great offers, businesses use a variety of marketing techniques to establish credibility with their audience and position their product or service as reliable and risk free.
These techniques are often incredibly effective, but they share one thing in common – they’re all messages from your business. Through guarantees, unique benefits, and the offer itself, your business is directly communicating its value to its audience.
No matter how accurate your claims are, customers will always view guarantees and selling points from a business that’s marketing to them with a degree of uncertainty and skepticism. After all, your business is hardly a disinterested third party.
Testimonials – reviews and recommendations from your business’s customers and clients – are a powerful tool that your business can use in its direct mail campaigns to establish credibility, build trust and massively increase your response rate.
Economist and Harvard Business School professor Theodore Levitt once famously described effective marketing as “selling the hole, not the drill.”
His message was that it’s far more effective to market a product or service using its benefits than to list its most exciting features in the hopes of attracting your target market’s interest.
Selling benefits instead of features might seem obvious, but it’s something that an incredible amount of marketers fail to do. If your copy is feature-focused, it’s very unlikely that your direct mail campaign is generating the response rate that it could.
In this guide, we’ll look at the basics of selling your offer’s benefits rather than its features. We’ll also explain how changing your direct mail postcard’s copy to focus more on your offer’s benefits can dramatically increase your response rate and ROI.
Whether your business sells a product or a service, every customer or client that you do business with has their own unique needs. You wouldn’t sell to prospects with a one-size-fits-all approach, so why apply one to your direct mail campaign?
Advertising is often said to be “salesmanship in print.” Just like a great salesman modifies their pitch as they learn more about their prospect, the best direct mail marketers use segmentation to deliver a different message to different people.
List segmentation is the process of breaking your mailing list down into smaller segments. Segmenting your mailing list enables you to deliver a customized message to prospects based on their position in your company’s sales funnel.
The more deeply segmented your mailing list is, the more effective your direct mail marketing efforts will be. From service businesses to retailers, any type of business can benefit from segmenting its direct mail list into defined and specific groups.
There are lots of ways to segment a list, from separating big-spenders from small customers to segmenting cool leads from warm leads. In this blog post, we’ll share three simple but effective ways for your business to segment its direct mail list.
Over the last five years, “growth” has become the buzzword of choice for marketers around the world. Acquiring customers has become the top priority for many of the world’s leading companies, as well as many small businesses.
What many marketers forget is that growth alone isn’t enough to sustain or develop your business. The cheapest, smartest and most effective way to grow your business is to focus on retaining the customers you already have.
One of the best ways to retain customers is with direct mail. Mailing direct custom postcards to top-performing customers, regular customers and inactive customers alike can be a great way to close new deals and increase retention and revenue.
In this guide, we’ll share three strategies for reaching out to inactive customers and active but underperforming customers using direct mail to increase revenue, build stronger customer relationships, and develop your business.