The Blog of Mitch Mauldin

Is direct mail part of your marketing mix? If not, maybe it should be. According to the Direct Marketing Association, direct mail is still one of the most popular methods of advertising, and nearly 33% of people respond to direct mail by going online.

So, what does this mean for the small business owner? It means that if you can combine your online and direct mail advertising, you may find your marketing activities to be more successful.

If you’re new to the direct mail game, here are some tips to get you started.

Follow the Rules

If you’re in the U.S., visit the U.S. Postal Service website to learn more about direct mail guidelines (including obtaining lists and formatting requirements for your collateral), and for valuable direct mail tips.

Be Picky

You can go to a number of sites and purchase mailing lists. And while this can be moderately effective, you may find more success when targeting qualified prospects. Although your own home-grown list may be smaller, if you focus on people you have worked with, those that have purchased from you in the past, and people you have connected with in your online marketing activities, you will already have one leg over the “trust” fence.

Focus on Consistency

In order to maximize the impact for the recipients who get the piece in the mail and jump online for more information, consider creating a custom landing page, just for this audience. Keep your message and overall look and feel consistent for a bigger impact.

Hire a Professional

Consider hiring a professional designer to collaborate with you on the creation of your mailing and your landing page. You may be surprised how much more effective a sharp and eye-catching design can be.

What has your experience been with direct mail? Have you combined it with your online marketing activities?

Article credit: avertua