The cost of paper, printing, and postage are constantly on the rise, and there’s an abundance of junk mail in everyone’s mailbox these days. Direct mail, when done correctly, can foster unbelievable results, but it takes an investment of time. You can secure a list of potential clients from the phone book, the Internet, Chamber of Commerce guides, or any number of sources. Once you have the list, highlight the companies you want to do business with, then call each one to verify the address and a contact name of the department head you are targeting. Don’t try to sell your service yet. Simply make sure that your direct mail piece is going to be sent to the correct person.
Try to come up with a creative, witty, or unusual direct mail piece that anyone would feel compelled to open. A letter won’t cut it these days unless it makes the recipient curious. If you write a letter, add a joke or play on words that will make the reader smile. Great marketing involves creativity. For a fun direct mail piece, consider your logo, your market, and your message, then come up with a creative way to get your message across.
For example, one small business does porcelain refinishing, which is the resurfacing of bathtubs, sinks, tile, and appliances. The logo for this company is a rubber duck, the bathtub expert. This company could send a box of bath beads and stress relieving lotion with the message that doing business with them relieves more stress than a hot bath after a long day. Creativity and focus are the keys to a successful direct mail campaign.