Direct mail is not dying!

We repeat. Direct mail is not dying!

It’s also not just for “big brands.” As a small business running on a limited marketing budget, direct mail is an affordable and effective way to advertise. In fact, according to the Direct Mail Association (DMA), direct mail is the preferred channel for receiving marketing from local shops and banks, while email is preferred for events and competitions.

 

Direct Mail Facts

Yeah, yeah, we live in the digital age. That doesn’t mean the world of print is dead and gone. Print advertising still proves to be effective, especially in the 50+ demographic. Here are some facts that may surprise you. 

  • Direct mail remains the largest single direct marketing expenditure, followed closely by teleservices.
  • In 2013, nearly two-thirds of all consumers bought something as a result of a direct mail piece.
  • People age 65 and older are prime candidates for direct mail, since they tend to stay at the same address for many years and they enjoy reading their mail.

 

Easier Than Ever

It used to be that if you wanted to send out a direct mailer, you had to have a list of names and addresses. That’s no longer the case thanks to the U.S. Postal Service and their Every Door Direct Mail program. This program provides businesses with a way to reach every address in a neighborhood without the need for names or addresses. As a small business, you can access the demographic data for specific delivery routes; review and inspect the size of mailings, and view larger ZIP code area maps.

This means you can easily target neighborhoods and areas where your target audience lives. The demographic data provided includes delivery routes by household size, age and income.

 

Direct Mail Marketing Tips

  • Do your research to determine who your target market is and where they live.
  • Your copy should answer one question right away: What’s In It For Me?
  • Your offer should be simple and easy-to-understand.
  • You should have some type of offer.
  • Offering dollars-off tends to work better than a percentage off.
  • Create a sense of urgency in your copy.
  • Test and track different wording, offers and even designs.
  • To track, use coupon codes, have customers bring the mailer in, or create a special landing page with an easy to remember URL.
  • Focus on selling the offer and not the product itself.
  • Use the words free, no obligation, limited time only, announcing/at Last, or new.

 

Have you thought about trying direct mail but are not sure you know what you’re doing or maybe don’t have the time? AdvertiseRVA has an excellent Online and More program that harnesses the power of direct mail, online and social advertising.

We take care of the ad design, targeting and mailing and you benefit from reaching customers in their mailboxes and online!