If you want to market your business cost-effectively, then you shouldn’t even be looking at this site… right?
You might as well default to email, which in any case, has long been the first port of call for SMEs looking to spread the word about what they do.
As it happens, there’s no reason at all to eschew direct mail marketing, just because it might cost a bit more money. After all, prospective customers do realise this. When they see some inviting ‘chunky mail’ or a distinctive new postcard drop onto the doormat, they realise that you’ve had to go to some effort to make that happen – and more often than not, the sense of importance of direct mail makes them sufficiently curious to open it.
Nor does a direct mail marketing campaign have to be a financial burden for your small to medium sized company – not least with the following tips…
Obtain the right customer data
Much of the expense of a traditional direct mail marketing campaign comes from building a tailored customer list. It takes time and effort, not just money. However, there are a few corners that you can safely cut to get that first campaign underway.
If you’re lucky enough to have a list of good customers, ask if they would be interested in regular contact from you. Alternatively, you might have no list at all, in which case, purchasing a list of potential customers from a mailing list broker is the obvious low cost option. Such brokers should be able to offer various lists to choose from, in accordance with your needs.
If your company sells to businesses but doesn’t have a good list already, you could get in touch with trade associations and membership bodies to begin putting together your own list of potential customers.
Keep production costs low
To ensure that your letter or flyer really does make the right impression on the target audience, you should employ a good freelance copywriter and designer, or look into available high street services. You should never oversee the writing or design process if you lack these skills, as the lack of professionalism will be immediately apparent. You should make sure that your envelopes are of a good standard, too.
Strike the right balance in following up
There’s no doubt about the value of following up your direct mail marketing – after all, if a target customer receives three different mail-outs from three different businesses, but yours is the sole business to get in touch again, you will almost certainly be better remembered. But you’ll need to carefully pick the right time of day to call, in addition to adopting a formal tone – as people tend to be annoyed by salespeople coming across as a little too smarmy and familiar.
With these tips applied, you can look forward to a direct mail campaign that is not just effective, but also cost-effective – even if yours is the most cash-strapped of SMEs.