5 Steps for Direct Mail to Success in Your Small Business

Sometimes the best way to beat the competition is not to play the game. Most of us are familiar with the story of Billy Penn and A in Oakland, but just a quick summary: A manager Billy Beane was trying to run Major League Baseball team on a shoestring budget. Realizing that he simply cannot compete with the strategies of the team put together Beane took unheard of approach to statistical analysis, and was able to build a team capable of competing with the overlooked, but talented players. Thanks to its unique approach, and it reached to the playoffs 4 years in a row.

Small business owners need to approach their marketing as if they are A in Oakland. You cannot afford to spend (and waste) money on direct mail campaigns how can a huge company, so here are 5 strategies how you can maximize your direct mail budget and improve the return on investment.

No one (small) test run: Undoubtedly you have worked hard to design a direct mail piece. And you should be proud of it, but the odds are it’s not perfect. This is why testing is so important. Of course, you may not be able to afford to send batch test of a person on your mailing list. Instead, e-postcard to a small part of your list, and measuring reactions. Track the number of calls you receive, and try to get some useful feedback from those people who do not respond. You can also take this opportunity to split test two different designs to see which is most effective.

Setting goals:

The goal is clear for a direct mail campaign is to generate more business. But you have to take on strategic planning after a few other steps in order to make an effective campaign. Setting goals that you want to hit your rate response, the rate of new customer, ROI and whatever other measures are important to you. These objectives will also come in handy when you’re running your test drive. If you do not reach these numbers through your test, it’s time to make adjustments.

First impression:

Imagine that you are the door-to-door seller. You’ve got about 5 seconds to get the attention of homeowners. This is one opening line that makes the difference between the sale and the door slammed in your face. Envelope, or outer packaging is direct mail campaigns your opening line. Use Custom envelopes featuring a clever line or interesting picture, instead of the standard # 10 envelopes can mean the difference between being opened your piece, or being tossed in the trash.

Include a call to action:

When it comes to designing acquisition direct mail pieces, and sometimes you cannot see the forest for the trees. It is confirm & clear to you that the recipient needs to take action, but you have to be clear when you design your postcard. Tell the recipient exactly what you should do. Whether it’s a “visit our website” “Act now before the expiry of this coupon” or “Contact us today,” effective call at work is an essential part of direct mail marketing.

Mail to the list right:

If you are sending this direct mail piece to everyone who ever stepped foot in your store or registered on your site, you’re wasting money. Segmentation is critical, and can send a direct mail piece to the right audience to improve return on investment by reducing private spending. Thinking that a direct mail piece will appeal to the most, and then remove anyone from your mailing list that do not fit the personality of the buyer.

Remember, as the owner of a small business, you do not have the time or money to waste, such as large corporations. But these 5 tips can help you to beat them at their own game!


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