If you are currently a small business owner or aspiring to be one, you’ve probably come across lots of articles outlining why business startups fail. If you look closely, one common reason for this sad reality is unsatisfactory or wrong marketing strategies.
In fact, Forbes’ number one reason for business failures is the company’s inability to really get in touch with their customers through deep dialogue. What does that spell for your marketing tactics? You need to connect more deeply with your target customers. You may already have online services handling that for you with emails and newsletters, but in order to improve your chances of success, you need a more direct approach. This is especially true if you operate in an industry presently choked with big competitors. It may be time to reconsider the direct mail.
You got a fully-loaded database of targets whose mail box, digital or otherwise, you bombard with brochures, coupons, newsletters etc. periodically. Sadly, only a portion of those bother returning your call. You know you offer great business and create very compelling copies but the returns on your direct response marketing efforts are still astonishingly low. What could you have missed? Perhaps, you have not taken time to know your targets well enough.
Note that direct response marketing is a targeted form of practice. This means if you focus your message on the right target, the more potent that message becomes to bring you conversion. Practices such as email-blasting people in your broad market database is inefficient because no single message appeals to all. Most of the time, your mail simply proceeds to spam boxes. Therefore, it makes sense to profile your target properly before launching your direct response marketing (DRM) campaign.
Direct mail has been an effective marketing medium for a very long time, and continues to be so even in this digital era. In fact, according to the Direct Mail Association Factbook, direct mail prompted a purchase in 65% of consumers in 2013. However, in spite of its proven results, many small business owners hesitate to employ direct mail marketing mainly because of its perceived high initial cost. What these business owners should know is that the cost can be very manageable with the help of seasoned direct mail services providers. Here are some tips on how you can trim down direct mail costs:
Filter Your Mailing List
Include only those prospects who have the greatest chances of conversion. You can save time, effort and money by focusing only on the right customers. To do this, create a profile for each market based on common attributes and demographics, and determine which group is more likely to respond to your direct mail.