Should You Campaign Through Direct Mail?

You are a small business owner. You have just identified a new product, niche, or a new market that is seemingly unexplored, and you figure that you are destined to pave the ‘final frontier’ yourself. You are all about going to events for networking and have had many successful encounters. Many of the people you’ve met are excited about all their marketing ventures and are delighted to share their tips with you. They’re more excited than ever about their advertising campaigns and have reeled you in.

You are excited to get started with your business; you took off time from your job, decided that you would not go out to lunch with Steve at the pub and you didn’t go to Martha’s 13th Anniversary; there is just one small problem, though:

The cost of advertisements is painfully expensive, with the potential to wipe out your bank account, savings, 401k and your nickel-jar within nothing short of 2 weeks. Not only that, if you did decide to pay for advertisements, your ad would most likely not even show up for a matter of weeks, or even months! That is the valuable time that you, nor anyone else, has to waste.

That is where direct mailing services come into play. They are the affordable, reasonable and a cheap way of buying your way into consumer’s email addresses (or actual mailboxes) for less than a couple of cents! This form of advertisements, namely direct mailing, provides a robust and budget-friendly way to test the conductivity of a market within a matter of days, sometimes as long as a week. You will know sooner rather than later that this is the right cave to jump into in search of your lost gold!

For smaller businesses and up-and-coming corporations, direct mailing is a relatively straightforward, easy, and affordable form of marketing that you can very quickly reap the benefits from. Here are some of its desirable attributes:

Here are some desirable attributes of mail campaigning:

  • You can target the consumers you are marketing specifically for very fast, as opposed to a giant billboard (read disadvantages), or a pop-up Google or Facebook ad.
  • It provides a barrier between you and an overwhelming response that you were not expecting. For some companies, getting ten-thousand responses can be even worse than one-hundred. I know that sounds crazy, but hear me out. If you saw a company offering this fantastic product or service at an outstanding price, and you were considerably interested in it, enough so for you to be one of those who was converted from the ad itself; would you not be let down and almost annoyed by the lack readiness from that particular corporation? This is what happens when a company receives an overwhelmingly positive response that was far quicker than they had originally anticipated. It has the potential to damage a relationship with an investor, business partner or customer before it had the chance even to sprout!
  • Costs can be modest, and even cheap in some cases, depending on the number of emails or physical mail pieces that you plan on marketing to, as well as the category of people that you are trying to market to.
  • You can test out various ‘appeals’ and ‘offers’ to see what people like, and what people have no interest in. You can apply all sorts of different marketing strategies to try to convert as many people as possible, in the most budget friendly, efficient, and time-conserving manner.
  • As related to the tip above, you can mail out the same email or ad that is almost the same but may have a few tweaks in it to test the waters. With a traditional ad, you cannot just change it every day, as you can with direct mail. It gives you speed, freedom, and opportunity wise (marketing-wise) that you would not have found in a traditional physical (billboard, sign, or poster) advertisement.

All of this and more is possible with direct mailing! With this, you can maximize your earnings, profit, and conversion in a way that you would not have previously been able to, so it is a good idea to give it a try. Good luck!

Here are some advantages of Direct Mail Marketing: