If you do the majority of your business online it is easy to forget that there are a lot of offline buyers out there who can also use your products or services. Keep in mind that there are people out there who might want what you have who don’t necessary find you through the Internet. When you’re running an online business, you have to remember offline marketing as well, especially given the glut of Internet businesses out there. Direct mail proves to be among the trusted and oldest means of offline marketing. Use this advice to create a successful direct mail campaign.
No matter if you send out a quick note or a postcard, be sure to hand write the addresses. Research indicates that individuals are far more likely to open mail which contains a handwritten address. Besides this fact, when you take the time to write the addresses on the mail, you are showing the customers that you care enough to take these little steps. This amount of commitment is indeed rare! You may be thinking that this seems a bit overwhelming, especially if you plan to send out hundreds of letters, but if you do several a day you will have it finished in no time flat. If you have sloppy handwriting, be sure to have someone that has an elegant writing style to do it for you.
Don’t bombard people with mail. If for no other reason, you do not want to do this because it is prohibitively expensive to send large volumes of mail through the postal service and you will burn through your budget quickly. Another thing is when people get too much mail from the same person, they usually throw it in the garbage without even opening it. You want people to be happy to see your mail arrive. You want them to want to open it. This is your ambition. If you fire off too many mailings in a short time frame, then your mail will simply go straight to the garbage upon arrival.
The more simple the direct mail piece, the better. You do not need to include a lot of pages or graphics or fancy inserts. A simple letter or postcard or single paged brochure will almost always be better received than something long and fancy.
You should make a minimal interruption in the customer’s day. Many marketers follow the “single page” rule, which says that if it takes you longer than a page to get your message across, your message is too complicated. You’ll also save money by having a shorter message. It won’t be as expensive to mail. And, naturally, the more it weighs the more it will cost to mail it. There is no real secret behind successful direct mailing. It can be one of the most effective resources you have at your disposal for marketing when used in the right way. Many online business owners think the only way to get their products in front of people is through online marketing methods. They don’t seem to realize that individuals who don’t use the Internet often represent an untapped source of profits. And you may be surprised to discover that some of your best buyers are offline as opposed to prospects who receive your offers via email. You’ll never know unless you try!
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