Direct mail marketing can be a great tool for small businesses, but with so many options available how do you know which avenue will work best for your business?
Pros and Cons of Different Types of Direct Mail Marketing
Direct mail letters are an effective way to communicate with your customers and are extremely effective for one-to-one communications. It lets you as a business owner (or manager) reach out to your customers to tell them something important or personal. Remember, you can include a flyer or brochure in your mail out, or rely solely on a compelling letter to encourage your reader to visit your website or social media channels. Direct mail letters are perfect for formal correspondence about service disruptions or enhancements. TIP: A great way to disguise a letter as being official “must read” correspondence is to use a plain envelope (free of branding) – it’s more inclined to be opened, rather than recognised as advertising material which may end up in the trash.
A self mailer is a type of flyer that can be mailed without an envelope. This type of direct mail is inexpensive because you don’t have to pay extra for envelopes. One downside of this type of direct mail marketing campaign is that a flyer on its own is more likely to be viewed as ‘junk mail’ than a letter that comes in an addressed envelope.
Direct mail postcards are an inexpensive way to communicate with customers. Since the customer is not required to commit to opening the envelope, you can capture attention very easily. Postcards however do have limited space, so you have to get creative with your design to maximise the potential of a postcard mail out.
Direct mail catalogues are a great way to showcase product and price and if you’re a business driven by price a catalogue can be extremely effective. People still love to go through catalogues, circle them and bring them in-store as reference. Items and offers that appear in a catalogue definitely sell! Catalogues are also a great way to lure customers to your website to buy. TIP: Don’t just send full catalogues to people who have previously bought from your business, but consider investing in a mini catalog for prospective customers too.