In the midst of the coronavirus, direct mail marketing has become more important than ever for local businesses. More and more people are spending their time online, but there’s a limit to their online attention spans — which means companies that advertise solely online or on social media may not be getting the most out of their budget.
Direct mail marketing, however, can be a great way for people to see your business in a new light. Here are three direct mail marketing ideas you can use to bring in new customers for your local business.
1. Split-test your mailer
Many local businesses only send one version of their mailer and expect it to do well. With this version, you rely on data to tell you what kind of direct mail performs best so you can make the most of your ad budget.
Split-testing, also known as A/B testing, is where you test two different versions of a campaign to find out which one performs better. Ideally, you only test one thing — whether it’s the copy, the envelope, the graphics, or something else entirely — and leave everything else exactly the same.
Create two versions of your mailer and send each one to a small portion of your audience. Record which one does better over a certain amount of time, and then print the “winning” version at a larger scale to send to the remainder of your target audience. You now know that this version performs better, so you make more money in the long run.
2. Include direct mail in your overall marketing strategy
Direct mail shouldn’t happen in a marketing vacuum. Connect your mailers to the rest of your marketing efforts too.
For example, if you’re hosting a virtual event with signups on Facebook or another platform, consider using direct mail marketing to remind people who have signed up (or perhaps those that haven’t yet) about the event. This ensures that they see your message in a new context.
After all, people get bombarded with information online and in their inbox all the time. Direct mail is a great way to get your customers’ attention in a new way.
3. Personalize your mailers for your target audience
Remember, great advertisements are about your customers — not about you. So for your next direct mail campaign, focus on how your campaign or your company overall benefits your target customer.
That means leading with benefits, getting down to specifics (how exactly can your business help your customers?), and showing how you’re able to solve your customers’ problems — all much better ways to advertise your company than boasting about how great you are.
You want to be helpful, and showing your local community exactly how you can help can be the difference that brings in more business.
Grow your business with Welcome New Neighbor today
Welcome New Neighbor offers direct mail advertising services for local businesses like churches and pharmacies all over the country. That’s why, when you’re looking for new direct mail marketing ideas, we’re the best people to go to.
In addition to our 30 years of expertise in the industry, we offer our customers a unique system that allows you to choose your level of service and involvement in sending out your mailers. We also boast a 100% delivery guarantee, which means you get the most out of every advertising dollar you spend with us.
Want to learn more? Send us a message using the contact form on our website. On the other hand, if you have questions or concerns about our services and would like to speak to a member of our team directly, call (800) 426-0735.