Don’t Overlook What Direct Mail Can do for Your Business

Don't Overlook What Direct Mail Can do for Your Business

In marketing today the focus has been on what the online world can do for you and direct mail marketing has fallen by the wayside.  You’re missing out on a huge opportunity, and you might want to take another look at what direct marketing can do for you.  Here’s a look at why you shouldn’t ignore direct mail marketing. Mail campaigns are more personal Email has become so commonplace that most people have half a dozen or more email addresses.  Research shows that only about 20% of emails are actually opened and the rest are sent to the cyber trash can. 

You can use direct mail and target an ideal audience.  If you want to target homeowners over 50, or target business owners, not a problem.  Marketing companies use specific analytic programs  that can put together a target mailing list of potential customers.  You can narrow down the geographical are and find the customers most likely to respond. Staying power One of the goals of a direct marketing campaign is to keep your brand in the consumers’ mind.  Don’t overlook the value of brand recognition, just look at what it has done for Apple.  Consumers are more likely to keep a piece of tangible mail far longer than an email.  It is unlikely that customers even see the contents of your email but people keep fliers around far longer.  In fact you probably have a drawer full of restaurant menus…so it does work. Direct mail can promote your web presence Direct mail campaigns don’t interfere with your online marketing efforts.  Direct mail does the opposite in fact, mailers will include your website information and other contact information on the flier.  You can kill two birds with one stone, promote your business and your website at the same time…it’s win-win.



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