Cut through the email noise, reach customers with direct mail

It’s no surprise that in a digital age, email and social media are the most-used form of marketing. The world moves quickly and many times, things are expected to be done now, making digital marketing beneficial. However, direct mail is making a comeback in an effort to reach individuals who are inundated with digital content. 

Check the last time you sent an email marketing campaign; how many people opened the email? There is a good possibility that emails are getting deleted before being read. On average, 121 business emails are sent and received per day, and that doesn’t include emails on personal accounts.

Many employees are now working from home offices due to Covid-19, so it’s the perfect time to re-invest in a direct mail strategy.

While it may sound daunting, direct mail advertising is fairly simple.  Here’s how to get started:

  1. Set a goal. First and foremost, determine the purpose of the campaign. Is the business trying to reach current customers or expand their reach to new ones? Setting this goal will help determine what type of item to mail. For example, if the business’s goal is to reach current customers, a thank you card with a special gift might be a nice gesture, but if the goal is to reach new customers, a coupon might get them in the door.
  2. Create your mailing list. There are two options available to businesses sending direct mail:
  • Company provides the list: business owners have the option to provide their own list, which may include their current customer base or a small portion of it. As long as the company is keeping proper records, exporting the information into an excel spreadsheet is quick and easy.  (This is the best option if trying to reach current customers.)
  • Utilize USPS’ Every Door Direct Mail targeting. The postal service offers Every Door Direct Mail, or EDDM, to target the right customers. You can use their online tool to map zip codes and neighborhoods, as well as filter the results by age, income and household size. Write down the areas you want to target and keep it handy for when you are ready to mail. (This is the best option if trying to expand the customer base.)
  1. Decide what to send. Not sure what to mail? The sky’s the limit! The most common items that are sent via direct mail include personal letters, holiday cards, postcards, and coupons.

There is also a shift to sending care packages and Trade Show Boxes, due to the Covid-19 pandemic. With large conferences and events cancelled, many businesses are sending Trade Show Boxes directly to their target customers. The boxes may contain promotional items such as pens, notepads, folders, water bottles, etc. These are the items that would have been distributed at the event but are now being sent via snail mail. Be sure to include a call-to-action in your mailer and information on how to reach you (phone number, email, website, and contact person if applicable).

Remember, direct mail campaigns are not one size fits all. Direct Mail campaigns can and should be customized for the company to ensure the best results. 

Murtaza Jaffer is the co-owner of EBC Printing of Trexlertown. He can be reached at murtaza@ebclv.com

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