Reach New Customers With Direct Mail
According to a recent survey, 77% of consumers who
were not already customers were driven online to complete online credit
applications by direct mail advertisements. Credit card companies have
massive marketing budgets and could focus all of their energies on T.V.
and radio advertisements. However, they have discovered that relentless
direct mail marketing is the most effective strategy for reaching new
customers.
Credit card companies know that direct mail gives them
the ability to reach a very specific demographic of the population at
minimum price. For example, credit card companies know that a college
student is very likely to act upon an offer for a credit card. As soon
as a student graduates high school, that student starts receiving
direct mail credit card offers. And usually, within months most
students have acted upon those offers.
So how does the process work for a smaller business. Lets say that you sell red golf widgets:
Step One: Determine who purchases red golf widgets
Your
red golf widgets are expensive and your customers are typically men
between the ages of 30 and 45. You also know that most of your
customers have an annual salary greater than $75,000 per year.
Step Two: Determine where your customers are located
You
know that your customers probably live in houses with values greater
than $190,000. You also know that if you canvas a neighborhood that is
located on a golf course, you are going to have a greater chance of
reaching customers who play golf.
Step Three: Determine how many mailings
How
many direct mail pieces are you going to send out and when? When
selling a more expensive item or service, the amount of time it takes
to complete a sale increases. This means, that a customer is less
likely to respond the first time they see an advertisement. The most
effective strategy for red golf widgets is to send out direct mail
pieces to a smaller geographic region five times. Some companies may
decide to send out one mailer to a larger audience. However, the more
times a customer sees a business advertisement, the more likely they
are to try the product or service.
Step Four: Design and Printing
Its
time to develop your fliers and have them printed. Most printing houses
have in house designers that can assist you in designing your mailing
piece for your target audience. After the design, the print shop will
print the mail pieces. If you are unsure of where a good print shop is
located, you can contact Better Letter for a referral to a print shop
the Better Letter team has worked with in your area.
Step Five: Mailing Your Direct Mail Campaign
After
having your mailing piece printed, the next step is to have your
mailing handled by a mailing house. A mailing house handles the
addressing and sending of the actual mail pieces. By having just one
address, the mailing house can send the mailer to the surrounding area.
Simply give the mail house an address of one of your customers located
on the golf course and the mail house will take care of the rest.
Postage
is expensive these days. And if you were to send out direct mail at
full price, the cost would be astronomical. This is where Better Letter
comes into play. Due to the volume of Better Letter’s mailings, Better
Letter gets extremely discounted mailing rates.
If you decide that you want to start an Atlanta direct mail campaign, make sure to do all of your research ahead of time to save yourself trouble in the middle of the campaign.
About Author:
Jason Capshaw is an SEO Consultant that gets worldwide results for its Atlanta SEO customers.
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