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If you’re a small business that regularly needs to test new markets for the best promotional approaches possible, direct mail is one of the best tools available: it allows quick product promotion campaigns on a tiny budget. You get fast results whose accuracy you can be certain of. Even if you can afford a network television marketing campaign, it is usually a better idea to start out with a well-targeted direct marketing campaign, instead. You need lots of dependable information on each market before you attempt to raise the stakes, after all. Here is how direct mail helps.
Direct mail marketing is fast
When a business has a competent marketing company to depend on, a direct mail marketing campaign can go from conception to delivery in just a couple of days. These campaigns tend to be so cheap, much financial preparation is usually not necessary. You can begin to see results by the end of the week.
Print and television marketing can take much longer to prepare. Not only do these campaigns require more effort, most good newspapers, magazines and televisions channels tend to be booked up weeks in advance. Your campaign can’t get off the ground until you get a spot.
With direct mail marketing, it’s far easier to split-test your message
It can be a challenge to zero in on the right approach to use for your target audience in any marketing campaign. Often, you need to try multiple messages and formats until you find a formula that works. With conventional marketing, such splits tests can be prohibitively expensive. With direct mail marketing, though, all it takes to find something that strikes a chord are several inexpensive, limited-run campaigns with a few hundred pieces each time.
Campaign analysis is far easier with direct mail marketing
Since direct mail marketing campaigns target limited numbers of consumers, it can be easy at the end of each campaign to measure the effects. You know how many pieces of mail you sent out and how many responses you get back. The availability of such precise data can make for a better informed marketing approach.
You get to micro-target your campaign
Direct mail marketing is far more efficient than email marketing or even marketing over print or television: you get to precisely target just the consumers who are most likely to convert. Small, precisely targeted campaigns tend to be inexpensive and easy to keep under control. Keeping campaigns under control is important because there is such a thing as a campaign that is too successful.
Many small businesses that try marketing through email, popular newspapers or television channels end up surprised at the avalanche of responses they get. Many of them tend to be irrelevant: ones from people who completely misunderstand the nature of the product or service offered. When serious buyers call, they tend to get lost in the crowd and to leave, having been ignored. It can make far more sense to run a tight campaign with direct mail.
For marketers who like precision in their efforts, direct mail marketing is the perfect tool.