Articles | Direct Mail
Your #1 Marketing Tactic for 2009
By Keith Goodman, VP of Corporate Solutions for Modern Postcard
As the owner or manager of a small or mid-size business, you constantly strive to grow your business and increase profitability. Often, your key challenge is simply bringing new customers in the door. Whether you’re a restaurant, dentist, CPA, tree-trimming service or yoga instructor, the name of the game is getting new customers!
No matter what type of business you own, direct mail is the effective and profitable way to find new customers. Getting the most bang for your buck is always important, but never more so than in a tough economy. In fact, according to the Direct Marketing Association (DMA), the average return on investment for direct mail marketing is $12 in revenue for every $1 invested. You would be hard-pressed to find another type of advertising that can give you that type of return.
There are several important benefits to including direct mail in your marketing:
- Targeted – You can mail only to the people most likely to buy your product or service.
- Measurable – By using a coupon or offer, you can track just how effective each mailing really is and determine if you need to adjust or continue a successful promotion.
- Scalable – Mail 100 or 100,000 pieces. Once you find something that works, you can invest in larger mailings knowing that it will deliver the results you’re looking for.
- Expected – A recent study shows that because of the economy, the majority of consumers are using offers and coupons more than they did just six months ago. The same study also showed that consumers prefer to receive such offers via direct mail over all other methods including newspapers, email or the Web. Everyone has a mailbox. It’s a surefire way to reach consumers.
The most critical part of successful direct mail is getting it read. Before anyone can respond or purchase your product, they have to read your piece. DMA statistics show that postcards are more likely to be read than any other mail shape. It’s no wonder, really. A postcard carries immediate impact – it doesn’t need to be opened like typical envelopes, and its message and offer are instantly communicated to the reader. Next time you sort through your mail, pay attention and you’ll see what I mean.
Apart from standing out in the mail, postcards are also highly cost-effective. The smaller format saves on printing costs and recent advancements in postal processing ensure maximum delivery rates. And these innovations mean less wasted mail and the lowest possible postage rates.
If you’re looking for the difference-maker in your business in 2009, consider direct mail. It just might be the marketing tactic you need to keep yourself busy all year long.