Communicating effectively with both potential and existing customers should be at the forefront of every business owner's mind. There are many different ways that you can make sure that your message gets in front of customers, and one of the most effective is direct mail marketing. Direct Mailing involves sending something directly to a customer through the postal service and while anyone can send a flyer to potential customers, there are proven steps that can help a business grow through direct mail.
Mail That Stands Out
When sending direct mail
, getting the customer to notice your piece of mail is the first step in gaining a new customer through your message. That's why it is so important to make sure that your direct mail could not be taken as junk mail to just be thrown away without reading. Catching the customer's eye through use of color, effective design and special things like personalized touches all pull weight in making your mailer stand out from the crowd. Because of this, most direct mail service providers will also provide some kind of graphic design services
to help their clients send the most effective pieces of mail.
After the initial look of the piece of mail, the most important aspect in converting customers is that the mailer has a very strong offer associated with it. 70% of people say that they will return to a business they have already frequented if they receive a mail offer that is strong enough, which goes to show the importance that direct mail can have in relation to sales. Research also shows that the wording used on mail is just as important as the offer itself. For example, people respond more strongly when offered 1 Free Pizza with Purchase than an offer of Buy 1 Get 1 Free. Even though these offers are exactly the same, the wording of the first is much more effective. That is why it is also so important to have an effective direct mail company
behind you helping you to design the best piece of direct mail possible.
Use Space Effectively
A last great tip to make direct mail stand out
is to use all space on the postcard effectively. Research has shown that a fully utilized piece of direct mail stands out much more effectively than the same piece of mail on a postcard with different design. Even if just images and the text to the edges of the card, these small steps will help your direct mail stand out from the crowd. And though you should include all necessary information to get a response, less is usually more with direct mail. Customers don't want to read fine print, they want to see the big headlines that make your business stand out.
66% of people that have received direct mail have in turn purchased something on one of those custom mailings
that they received, which goes to show the importance that direct mail can have on business growth. Using the steps above along with a personalized plan from a direct mail services
provider can help any business convert potential customers by reaching them directly at home.