April Wright 12 months ago
Can direct mail marketing improve business?
I launched a new startup last month. As the firm is in its initial stage, we don’t have much popularity. In order to gain popularity, I’m planning to do some promotional activities for the firm. One of my friends told me to go for direct mail marketing. What is your opinion about direct mail marketing? Will it be useful for improving my business?
Any comments or advice are always welcome. Thanks in advance.4 Replies
Maggie AlandModerator12 months ago
I think direct mail marketing can definitely help your new business. Especially if you effectively target people who will be interested in your product or service, and you create a great direct mail piece.
You can learn more about this in my direct mail marketing guide.
Best of luck with everything!
Rob KnottParticipant12 months ago
Personally, I’m not a big fan of direct marketing. At least not the kind that involves purchasing a chunk of user data and “cold” emailing the prospects.
I mean ask yourself honestly, out of all the promotional emails you get each day, how often do they improve your perception of the companies that send them?
I’d focus instead on giving something useful away for free or helping people in some way to create a natural buzz. It’s difficult to give you a specific example as I don’t know your industry, but here are some memorable examples I’ve read about over the years:
- A web design company giving away a free website each month to a charity based on public suggestions from social media.
- A bakery sending free doughnuts to local businesses each month along with coupons that give their employees 10% off.
- An SEO company that sends a free SEO report to a business and offers them a discount if they choose them to correct the issues that have been found.
- A digital marketing company that offers a free 2-hour masterclass (via local press) to local business owners on ways to grow their social media pages.
- A paintball company that sends tickets to schools and fairs to be given away as raffle prizes. Each ticket waives the entry fee and equipment hire for the day, but the customers still have to buy their paintballs and lunch.
- A content writer that re-writes the homepage content of a website and gives it to them for free, along with a quote to re-write the rest of the website.
- A failing train company that pretends to hire a 14-year-old work experience kid to run their customer service department via social media for a week, gaining massive press coverage and widespread attention as a result.
Failing that, you might have better luck spending your direct marketing budget on a clever social media campaign or on Google PPC. Or if you’ve got the readies, hiring a PR company to create a viral campaign for your company.
Best of luck with whatever you decide to do.
- This reply was modified 12 months ago by Rob Knott. Reason: Adding an ordered list for readability
Christina GarnettParticipant9 months, 3 weeks ago
Before determining what marketing efforts you should use, I would create a full breakdown of your target audience. Build out their personas and determine their pain points, needs, social media preferences, etc. HubSpot has a tool that will help you build this out.
Now this being said, older audiences still tend to respond to direct marketing but most younger audiences definitely don’t. I would focus on truly empathizing with your audience and considering what type of marketing would you respond to if they were a potential customer. Utilize inbound marketing principals to showcase value and knowledge so your audience to create trust and authenticity.
Digital marketing offers multiple ways that you can specifically target your customers, utilize A/B testing strategies to see what performs best, and also continue to touch your target audience in a human way.
Kristi PorterParticipant9 months, 2 weeks ago
I agree with what others have said below, and also realize that many of us need to hear a marketing message multiple times and in multiple ways. So, direct mail could be a good effort to add-on to other strategies. It’s expensive and we all get too much junk mail, so that’s the negative, but if you have a very targeted audience and a good-looking piece, I think it can help. But I wouldn’t focus on this as the main driver, unless you’re at a brick-and-mortar and can do a tight radius to reach those in your neighborhood.