Adding direct mail into your existing marketing mix
Adding direct mail into your existing marketing efforts can increase your brand’s awareness, drive more traffic to your website and boost your bottom line.
Your first step in integrating direct mail is to define your marketing goals. Your goals will determine the strategy of your direct mail campaigns. For example, you could decide to focus on postcards that drive brand awareness and keep customers and prospects up-to-date on your business, services or products. In those postcards, you could include your latest promotions, upcoming events or exclusive offers catered to your audience.
As always, start simple. It can be overwhelming beginning your direct mail marketing on top of everything else while you have to focus on your business. But as you learn the process, test your campaigns and become more familiar with direct mail, you can add more complexity.
Allocate enough resources
As you begin to add direct mail into your marketing mix, an important piece will be allocating the proper resources.
First, if you’re considering direct mail, the price will be a significant factor. It is an ongoing process, not a one or two-time event. That’s because inconsistent mailings will only cause you to waste money. So, make sure you have enough resources until the customers’ response to the direct mail advertising will cover the mailing’s costs.
Secondly, a bulk mail project is not so easy to do on your own. There is a lot of planning and prep that goes into the project. If you are a solopreneur, you’ll need the help of an experienced mail house. Start adding direct mail tasks to your calendar long ahead to ensure you allocate enough time per day, week, or month to handle the new workload.
Read more about Pricing your Bulk Mail Project
Find a Direct Mail Services Provider
Once you are clear on your direct mail objectives and you have the resources in place, you will need to find a direct mailing services provider. When looking for a direct mail services provider, select a mail house that does it all. You want a company that offers a variety of products, professional design, mailing options, short runs and short turnaround time, as well as significant postage discounts.
There are two main things to consider when choosing a provider, that’s services and products.
Choose the services that ensure you have the most accurate mailing list, the best design and the best strategy for your company. A mailing house will take care of design, addressing, labeling or envelope stuffing, and mailing of your marketing products.
The best direct mail services providers offer a large variety of products from which to choose. Self-mailers, postcards, brochures, and flyers are some of the most popular products that can help you to achieve your marketing goals.
You should consider the color options for your product and the printing method. Some companies offer full-color options and high-quality offset and digital printing, while others provide only two color options and no printing finishes. Make sure their products and services selection meet your desired results.
See Our One-stop Print and Mailing Solution.
If you are a beginner, we recommend starting with a well-targeted mailing list of recipients that are most likely to buy. A quick win will set your further mailing on the right track to success.
Adding direct mail into your integrated marketing mix will be one of the smartest decisions that you make.
It’s a well-known fact that consumers prefer a combination of digital and physical marketing. They feel more personally engaged in advertising and spend as much as 25% more due to the integrated marketing mix. By allocating enough resources and finding the perfect provider, you will be well on your way.