During a time when so many businesses are closed, a key to success is staying connected to your customers. While you may not be able to connect face to face, you can virtually.
With the majority of the country still in quarantine, direct mail marketing could be the perfect tool for reaching potential customers. Direct Mail is physical correspondence, like a letter or flyer, that you send to customers in hopes that they patronize your business.
Unlike email, customers physically handle mail and look at it before deciding whether to keep it or not. Direct mail can help get more eyes on your marketing.
Define your Audience
The first step for direct mail is deciding who you want to target. An effective direct mail campaign is one that is targeted towards customers that will best respond to the piece you are sending. The more you can customize your piece to your audience, the better.
A major advantage of direct mail is that it is a highly targeted option. Businesses can purchase lists of consumers based on location, interests, demographics and more. To explore lists options, visit Directmail.com.
Set a Call to Action
Your marketing must have a clear call-to-action (CTA), which is the action you want a lead to take next. Do you want them to visit your website? Make an appointment? Be clear with your message.
Including a promotional or coupon that requires them to keep the mailer to redeem the offer, increases the likelihood that your customers will keep it.
A colorful mailer has a much better chance of standing out and not being thrown away. Standing out from your competition with a creative design, catchy messaging, and personalization puts you in a position of success. Here are a few great direct mail campaigns to use as inspiration.
When creating your mailer, keep in mind that the postal service has size requirements and specs for postage. Visit USPS for additional resources.
You need a follow-up plan ready to track the success of your campaign. Ask customers how they heard about your business, and track who mentioned your direct mail campaign or brought in your mailer. Analyzing the success of the campaign will help determine if this marketing tool is right for your business.
*There are many resources for available for email marketing. We have only mentioned a few in this blog. Weingarten Realty does not endorse any of the businesses listed in this post.