Direct Mail Marketing Using direct mail marketing should be a part of your business,whether it is an offline or online business. Establishedcompanies can use their existing client list to use as a base ofmail marketing. Alerting your current customers to promotionsand new products can keep your name in front of theirs.
If you have a website and wish to build a mailing list, it isvery important to not just get their email address. This isimportant for a few reasons.
Emailing people (even existing clients) is not always effective.Sure, it's the cheapest and takes the least work, but the massemails people are getting and deleting are increasing more andmore. Spammers have really hurt the direct email marketingcampaigns of legitimate business. You should still do it, butdon't rely on it.
A person's email address changes, and unlike a physical address- the mail is not usually forwarded. You just get a rejectedmessage that your mail was not delivered. You don't want to haveto overhaul your list every few years.
Having the street address of your customer or visitor allows forbetter direct mail marketing. You also get a better sense ofwhere your prospects are coming from. If you notice morevisitors from Michigan, you may have something to go on there.Only having an email address tells you very little.
You don't want to go overboard getting more information for yourdirect mail marketing list. Do not require too much informationon your contact form - if you are using one or your newsletter.People will get turned off if you are asking them dozens ofquestions on a form. Name, Address, a phone number and an emailis all you need. If you are in the investment business or in abusiness that is helped by wealthier clients, you may want toadd in some type of qualification, but never ask for anythingtoo personal.
Your mailings should be based on a few key things.
Keep it to new products or promotions. If you don't have one,start one. This could be just new pricing, special offers etc.Getting direct email or mail from companies saying the same
oldthing is a waste of everyone's time.
Cold Mailings
Cold mailing is similar to cold calling. Never send direct mailto a company without an attention name on it. It is a waste.Getting someone to look at something you send them is hardenough when it is sent to the right person. Sending mail to theattention of: "Manager", "Supervisor", or "owner" is noteffective. It actually shows a lack of regard for the customer.It is obvious that he is just "one of a thousand" people youmailed, and believe me - he or she will see it that way. Go totheir website and get a contact in the right area. Even callthem up first and get the name. You do not have to talk to themfirst. In fact, many successful marketers will send material outfirst and then call vs. the more popular (and many timesunsuccessful) calling first and asking permission to sendinformation afterwards.
Using directories for direct mailing
If your business is B2B and is specific to an industry, considerpurchasing a directory that lists companies in your business. Itwill cost a little, but time is money and if it takes 3 monthsto get the information on the Internet, it may be worth it tohave a good directory on hand. These directories are excellentfor direct mail marketing. You will have hundreds or thousandsof complete listings. Some of the information that could be inthe directory may not be available on the website. Items likelisting the owners of the company, the prior years sales, andnumber of employees. A website can inflate a company'sappearance.
There are online directories available for mail marketing, butmany of these are copies of others and the information may notbe current.
Build your direct mail marketing campaign by using all of yourresources and hopefully using some of the tips written here.
Good Luck!
About the author:
Nick Hunter is the President of AIT and the owner of
runawebbusiness.com - A website dedicated to small business Internetowners.
