There’s so much discourse about what approaches to marketing work and which ones don’t. One point of contention that has to be at the top of the conversation is direct mail marketing. This practice of engaging potential customers by sending envelopes of messages through their mailboxes had proven to be effective in the past.
With the rise of the digital space and social media, though, most businesses have moved on to those endeavors instead. It begs the question of whether or not there’s still effectiveness with direct mail marketing.
To answer that accurately, though, it’s important to note the goals of the business when they’re trying to market their company, products, and services. Here are some examples.
Reaching People
There’s definitely an increased amount of internet users, considering the continuous production of the tech industry. However, having users on those platforms on their computers doesn’t change the fact that they still open their mail and read what’s inside. Going into direct mail marketing can help you target a specific audience or, in this case, neighborhood.
It isn’t all too difficult to reach clients, too, since it’s as simple as getting their addresses from your local address book. Create a quick schedule of when you’re going to send mail and prepare some prints out. Once you have them all done and enclosed, your business is just about ready to dispatch them out!
Improving Lead Generation
Businesses strive to convert their prospects into leads that will eventually become full-fledged customers. Since we’ve established that direct mail marketing can help you contact people, it goes to show that the next step is piquing their interest. Answer the question of why they should look into your brand and what it has to offer.
There are multiple ways you can go about using direct mail to increase your leads. Aside from the volume of people you’re sending your message to, try to think about what you’re sending them as well. Don’t settle with just giving them a heads up, but also inform them about what exactly you’re inviting them to get.
Executing Brand Awareness
Brand awareness is somewhat of a top priority for businesses. The more known your brand is, the more patrons there will be for your goods and services. If what you’re selling would be a hit locally, it’s best to take advantage of selling mail directly to their address and let them know what you have to offer.
Some things to consider when sending in direct mail to make your brand more known are:
- Be Selective With Your Postcard Design. Just like any advertisement material, you want it to be attention-grabbing and readable. Make it eye-catching so that they can check out the whole thing and get hooked by your brand.
- Send Something to Be Kept. Alongside your message, giving back to people can make your mail stand out from all the other things and even brighten up your future customer’s day! Putting in something relevant to your business that you know they can use, such as a pamphlet of a new home or current price list of properties on the market.
- Put a QR Code in. If you really want to get digital while staying traditional, putting a QR code in can be pretty effective. It will be super easy for your recipient to scan it with their smartphones and get on the landing page that you choose for them to go to. Many recommend their website’s homepage to allow a lead to explore more.
Conclusion
Direct mail marketing can certainly fulfill a number of business goals. It’s still on par with plenty of other strategies, which can be rather strange as to why it’s so underused. Gain the upper hand and dive into direct mail marketing.
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