Small Business & Graphic Design News

Direct mail marketing still relevant, says consultant

With Facebook housing more than 400 million consumers and Twitter users updating their statuses more than 50 million times per day, it’s easy to see why social media marketing has quickly become the most popular way to market new products. However, that doesn’t mean that the more traditional forms of marketing should be tossed aside. Rather, a truly successful campaign will utilize every form of marketing, from new-age social media to tried but true direct mail marketing.

In a recent column for Metro West Daily News, business consultant Bob Martel gave some advice for small businesses looking to try a direct mail marketing campaign. Martel recommends saturation mailing for businesses looking to either reach out to local clients or enter a new territory quickly. Saturation mailing lists are usually available by zip codes or by carrying routes. The lists are often very inexpensive, so Martel advises buying lists for entire areas at a time. Knowing the mailing list also allows marketers to send out fully addressed envelopes, instead of generic ones addressed to "the current occupant".

To develop a mail marketing campaign, consult online mapping tools. Sites such as www.melissadata.com give users access to an area’s demographics, including the average value of houses in that area and average income. Of course, this map can be printed as well, providing a full view of the target area. This data is invaluable, and can help marketers plan their message or offer accordingly.

Martel also encourages marketers to keep separate lists of prospects and existing customers. Doing this allows business owners to further specify their message, and it also allows them to prioritize neighborhoods where their product or service is not as popular. By separating their lists, it can also help find existing customers to approach for testimonials.

For new or small businesses, Martel recommends partnering with other local business. By combining direct mail marketing campaigns, budding businesses can combine their best promotions to attract new prospects. This also helps to keep costs down.

"Of course, your mailing strategy is only one piece of your business growth game plan," Martel reminds business owners. "Integrate your direct mail campaign with your social media strategies."

A recent article on UTalkMarketing also spoke to the importance of direct mail marketing. According to UTalkMarketing, a recent survey found people prefer to receive their marketing messages in print brochures, rather than over the web or telephone.

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