Does direct mail have a bad rep? When consumers think of email newsletters they probably think of discounts, sales, and special offers. When they think of mail, it’s just bills and bad news right? Wrong! This way of thinking will only hold you back from the host of benefits that direct mail could bring your local business right now!
Direct Mail is Easier
A recent study showed that direct mail is easier to understand, and requires 21% less effort to process the information, compared to a digital promotion such as an email. Some offers are very simple and straight-forward, but some business propositions require a little more thought-power to be completely understood. If your business, or the offer you’re highlighting, fall into this category, consider a test run to try different approaches. You can also use images, in some sections, rather than just text, to help improve comprehension (understanding).
Is uncertainty still holding you back? Are you curious about the best place to begin and the right process to use? Zairmail can help you get started quickly and we can even provide you with a list of contacts to send your campaign too.
You Don’t Need Big Bucks
You don’t need a huge budget to be successful with direct mail. This is a common misconception which we’re pleased to say just isn’t true. This is good news for start-ups and smaller local businesses. A postcard campaign is one very cost-effective way to reach well-targeted prospects for a lower cost. Postcards are cheaper to produce and small in size which makes them great for the mail. A good postcard should take prime position on the fridge of the recipient! A fridge-worthy message is what you’re aiming for. Give us a call on 1.888.898.0066 or 503.715.3109 to discuss your project.
More Options for the Customer
A strong call-to-action is always needed on any kind of promotion, along with a strong and clear message. With direct mail, you can give the customer multiple options to respond so it’s easy for everyone to get in touch. You can tell them to email, call or visit your website depending on their preferred method.
If you’re a small local business, having these multiple options can be very beneficial, and increase the level of engagement, rather than limit the recipient to one method. Some people just don’t like to speak over the phone initially; whereas others might not want to wait on an email. It’s always a good idea to include your website so that customers can learn more about your business. Even if you really only want calls or email, the mail is like the door to your business and the website is a bit like the lobby.
We’re certainly not saying ditch the digital and put all of your efforts into direct mail. We just strongly recommend a combined approach, as laid out here.