Small Business & Graphic Design News

Reduced mail volumes creates big opportunities for small businesses

With many business owners making the switch to digital marketing channels, direct mail is quickly becoming a land of opportunity once again. Less companies sending out direct mail means less competition when it comes to getting consumers’ attention – great news for startups and small organizations.

"There’s just less clutter in the mailbox, which means that any mail gets more attention. I’m seeing some life in control packages that have softened in the last two years, just because the clients haven’t mailed them in a while," Stefanie Pont, managing director of Pont Media, told Target Marketing Magazine in a recent article.

By modifying a few aspects of their direct mail, business owners will be able maximize this opportunity claims the source.

First, businesses should consider offering bigger and better promotions. Because many consumers haven’t been reached with direct mail recently, a lucrative offer might encourage them to get excited about a product. These offers could take the form of coupons, discount certificates and online as well as offline rebates.

The envelope design is also critical. Business owners want to be able to stick out from the crowd, and with less competition, now is the time to demand the customer’s attention. Businesses are finding that creative gimmicks, like unusual envelopes and longer letters, are doing just that.

Targeting also remains integral to the success of a direct mail campaign. Laurie Beasley, president of Beasley Direct Marketing, cites a recent report from the CMO Council, indicating that personalized communications increase customer loyalty by 39 percent. Further, she told the source that segmented and relevant messages may improve response rates by 100 to 300 percent.

Finally, many small business owners are observing new found success in multichannel marketing campaigns. By using mail to direct customers to other marketing platforms, such as websites or social networking portals, businesses can increase the length of time customers are exposed to their brand, potentially gaining more sales. A common practice used by many small companies is to send a direct mail brochure and follow up with an email, notes Target Marketing Magazine.

Target Marketing Magazine found that brochures were especially useful for many B2B firms. According to a recent survey that it conducted, 90 percent of business owners found brochures to be integral to their marketing campaigns. Many offered traditional print brochures, while some offered downloadable materials from their website.

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