Direct Mail Primer: How to Grow Your Business

Meet the writer: Karen Pieper

Hi, I'm Karen! I've been in the industry for 18 years and can't wait to share my perspective on all things direct mail. I'm currently the Digital Marketing Manager at Letter Jacket Envelopes and deal with tasks from managing the website, facilitating conversations with customers, and much more!

We live in an increasingly digital world, where information moves at the speed of light, and people can communicate across continents in real time. Advertising is handled via ad word links on social media, emailed newsletters and coupon codes. Everywhere we look, we’re faced with LED screens, flashing lights and advertisements designed to stimulate the brain to buy, buy, buy.

So you’re probably wondering why you’re reading an article about using direct mail to grow your business. Isn’t direct mail passé? Isn’t it old-fashioned and no longer relevant? The answer is no, it’s not. In fact, direct mail is probably a more effective means of growing your business than it ever has been in the past. Learn why you’re missing out by not using direct mail marketing to grow your business, and how Letter Jacket’s custom envelopes can help.

Direct Mail Marketing and Multimedia

When people think about multimedia, they think of computers, audio and video. The truth is, they forget that physical media is part of multimedia. Direct mail marketing shouldn’t replace your electronic strategies, but it should absolutely be an integral part of your multimedia efforts. Consider your own email in-box: how many messages do you simply delete because they come from a business and are yet another ad? You barely scan the senders, let alone the subject headings and almost never look at the body.

Sending direct mail to your clients, however, ensures that they will at least hold the mail in their hands and look at the envelope. If the envelope itself is attractively designed, the recipient will be more likely to look at what’s inside. Recently, one company estimated that when they are late with a direct mailing, their phone consults decrease by as much as 33%!

Make no mistake: you can’t afford to hang all of your marketing strategies on social media or on any one form of media, for that matter. You need a true multimedia strategy, and that includes direct mail.

New Newsletters Equal New Leads

Another great advantage of physical media is that it can directly and indirectly lead you to new customers. People can share physical mail in ways that they don’t share emails or web links. There’s even an increased possibility of “accidental exposure;” people tend to leave newsletters sitting on their end tables where guests can see them and perhaps become interested in your business. This sort of lead building cannot be underestimated in terms of value.

More than Newsletters

Physical media marketing, however, involves a lot more than just sending out newsletters. The options for getting attention through physical mail are limited only by your imagination. You can send product samples. You can send coupons, postcards, greeting cards, personalized letters…there are a nearly infinite number of options for growing your business through traditional mail.

Think about how enjoyable it is when you order a package and it shows up at your door. Now think about how exciting it is to receive something completely unexpected. Sending a no-obligation gift is a great way to pique the curiosity of your potential clients, and turn those potential leads into real clients.

A Personal Touch

Receiving direct mail is a very visceral and personal thing, much more than the cold light of a computer, tablet or phone screen. When people hold a piece of mail in their hands, they feel a direct connection with the sender that can only be achieved through physical contact. You also have the ability to personalize your contact in ways that you can’t with electronic marketing.

If your sales piece is done properly, your potential customer will almost feel like you are sitting there with them in their living room and talking up your product or service. You can deliver expertise, innovation and a personal touch that you never will with a link on social media.

Trust and Security

You know what can’t get to physical mail? Computer hackers. If you’re talking about security of data, physical mail is still one of the most secure ways to contact your customers. This leads to an increased level of trust between you and your clients.

You can also be sure with direct and physical mailings that your graphics and images will be seen—all too often these days, ad blockers, popup blockers and even email security features block images and ads so that your customers never even get to see your hard work. There’s no doubt about it—if you want to build trust and security and have an unlimited level of options, direct mail marketing is the way to go.

A Stunning First Impression

There is no first impression with electronic marketing. It all hinges on your client opening an email, reading a social media posting or clicking a link. There’s nothing flashy about it, nothing eye-catching, nothing to really grab interest. Not so with direct mailing, which can be designed to capture the eye, attention and interest from the moment it is first seen.

By enclosing your newsletter or communication in a custom-designed envelope which uses full graphic design, your company logo and slogan, and even possibly an unusual size or shape, you have the power to capture the recipient’s attention and pique their interest. The possibilities are endless, and you can create a perfect first-point-of-contact which will create an impression that your current and potential clients will not soon forget.

Why You Need Direct Mail Marketing

Direct mail marketing is essential to your multimedia campaign. Marketing is all about first impressions and making an impact, and there’s no better way to do this than with an eye-catching direct mailing which piques interest and engages your clients on a real, physical level.

If you’re ready to take your direct mailing to the next level and grow your business, we can help. Check out the various products Letter Jacket has available, and get in touch with us for more information or to place your order today!

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