It’s easy to think that you’ve got direct mail marketing sussed, shortly after you first learn about it. After all, there are only so many things that you can do with a postcard or letter, surely?
Just another combination of colours and text isn’t going to make that much difference, is it?
Actually, it’s easy to forget that any form of direct mail is pretty unusual, really.
Be honest: how much direct mail do you receive per day, per week or per month?
Whatever that number is, compare it to how many marketing emails you receive, and you’ll soon realise just how little competition you have to fight against when you initiate a direct mail marketing campaign.
Don’t underestimate direct mail’s power
Emails just don’t interest us like they used to. Direct mail is a different story, however. We love to reach down to the doormat and pick up something new and interesting, addressed specifically to us, besides those usual bills.
Do you know what’s even better news? Direct mail can be made extremely interesting, with relatively little imagination.
What about a handwritten note?
In a world in which rudeness seems the norm, people really remember when you take the time out to thank them. So why not do just that in direct mail form, with a handwritten note or postcard thanking your client for doing business with you?
It costs relatively little to order personalised postcards, so you don’t have to compromise on presentation, and there’s nothing stopping you including a gift card or discount as well.
Send an interesting article to the right person
Perhaps you have come across an intriguing article in the local newspaper or trade journal about a subject, product or service of relevance to your client? If so, you could always tear it out and send it to your client, with an accompanying note suggesting that you thought it might be of interest.
It’s the kind of thing that helps to start conversations between you and your client, and who knows… it might lead to new business.
Wish your client a happy birthday
Is a birthday or other special day approaching for one of your clients? It helps to try to remember these dates, because if you mark the occasion by sending a personalised birthday card, it really does make a difference to that client’s perception of you.
Yes, we might all be adults now, and the days of being fussed over like a kid on your birthday may be over – but we all like to be remembered, and when that client props the birthday card that you have sent them on their desk, it will certainly last longer in their minds than that email that they read once, and then never refer to again.
Sometimes, it only takes a subtle change from your usual direct mail routine to reap real dividends.
For more tips and ideas on how to use direct mail to market your business, download our free direct mail marketing report