We all know what direct mail is because most of us find it in our mailbox every day. Receiving advertisements and flyers
in the mail has been going on for decades and will probably continue for a long time. I’ve been sending direct mail for more than 30 years and have not seen that many big changes. Most of the basics are still the same. The only improvements I’ve seen are better printing quality and better refined, corrected, and targeted lists.
Whether you’re a retail, service, professional, manufacturing, or medical business, there should be some direct mail in your marketing mix. No business can afford to get complacent and let lack of attention reduce its customer base. Customers will leave for a number of different reasons, so you must add new customers regularly. One way to do that is with direct mail.
As much as we complain, postage in the United States is much less expensive than almost anywhere else in the world. And if you presort your outgoing mail, you can reduce the cost even more. (Besides, the postal service would have a hard time existing without all the business mailers.)
Many people argue that email doesn’t need a stamp and thus should be used over direct mail, but do people really respond and buy as a result of email offers? Many people won’t open or read unfamiliar email because they’re afraid a virus may get into their computer. Unsolicited email, or spam, may have a place in some businesses , but it’s not for the mass market yet.
Almost any business can use some form of direct mail, even if it’s a postcard thanking customers for their orders. And, of course, on the same postcard you can put another offer or product information. Dentist and doctors use direct mail as well, to remind you that your next visit is due.
If you’re not using direct mail now, spend a weekend thinking about how you can incorporate it into your business. Regular contact with your customers and prospects is an essential part of staying in business and growing. Find a way to use some form of direct mail for your business, and the results should pay for themselves. Even the smallest business can afford some literature, stationery, and a few stamps.