What would you say is the most reliable form of media you can use, whether you’re marketing business-to-consumer (B2C) or business-to-business (B2B)? Email marketing seems fairly effective, however, you risk the chance of your message being lost in a flood of non-important messages. Social media works great at building a brand, but not really generating direct sales. Outbound advertising (billboards, TV, radio, etc.) will get your product or service in front of a ton of people, but it becomes costly in a hurry. The list goes on and on. So what about direct mail marketing? Direct mail allows you to send targeted communications in a relevant, personal method that gets across the benefits of your product to specific, targeted audiences. A successful, well-run direct mail campaign generates sales leads, develops your corporate image, educates customers, creates brand preferences, introduces new products, and even promotes your website. So what exactly makes direct mail marketing a key cog in the engine of your business? And how much should you expect to budget for it? Keep reading to learn more.
Consider these four factors that play into a successful direct mail campaign:
- Think about the customer – Put yourself in the shoes of customers and potential customers. What exactly are they looking for from you? If you’re the owner of a restaurant, a menu is a good place to start.
- Manage the relationship – Keep in mind that direct mail is all about building and maintaining the customer relationship. Once you have the right customer data in place, you can start to develop personalized and targeted marketing communications that build these relationships. Here’s an example: Let’s say that you own a tree removal business. In addition to removing trees, your company also performs stump removal for an added charge. It would make sense to send a mailer to previous customers offering a discount on the stump removal service.
- Maintain creative interaction – You get to the point where you’ve established a dialogue with your customers through prospecting efforts. Now it’s time to continue to interact with them in a positive and consistent way. This goes back to the fact that your direct mail campaigns should not all be salesy. Should you make the mistake of trying to sell something every time, it won’t be long before your mailers get thrown away. Let’s look at another hypothetical scenario. You own an HVAC company and want to make sure that it stays top of mind with previous customers. As warmer weather approaches, it would be smart to provide some tips on how to keep your house cool. From there, you can direct folks to your website where they can find additional information about services and prices.
- Provide exceptional value – More than anything else, your direct mail efforts should lead to long-term customers. Outstanding value and service will help make that a reality. Invest in the prospect or customer by providing some sort of discount.
Now that you know how to put together a successful direct mail campaign, it’s time to get into the cost. Direct mail supplies can cost anywhere from 30 cents to more than $10 per person. It all depends on how much you spend on design, marketing copy, mailing lists, printing, and distribution. Let’s look at some cost breakdowns from Mediaspace Solutions:
- Design costs ($0 – $100) – You have some options available here. Something basic, such as a renewable letter or purely information piece, can be created on your own using Microsoft Word. Would you prefer something that stands out a bit more? In that case, there are plenty of websites that sell templates for $10 on average. If you have some money to spend and really want to make a splash with recipients, it’s best to just hire a professional.
- Marketing copy costs ($0 – $100) – While you may consider yourself a jack-of-all-trades, it’s a good idea to invest in a professional copywriter. He or she will be able to convey your message in a way that’s persuasive without being salesy. Plus, copywriters are trained to write content that hooks the reader and, ultimately, gets them to buy.
- Mailing lists costs ($0 – $0.30) – Mailing lists are a bit tricky. You can certainly explore outlets that sell individual records for anywhere between $0.02 and $0.30. Cost depends on the quality of data, how many records you buy, and how many times you can send the list. The ideal strategy, though, is to gather data you already have on current customers. Not only is this method free, but it also results in better leads for your business. Let’s go back to the idea that you own a restaurant. Think about placing survey cards on tables – simply ask customers for some basic feedback and then invite them to provide contact information, including their address.
- Printing costs ($0.03 – $2.00) – As with design, there are several roads you can take with printing. Take into account whether you want color or can settle for black and white. Then think about paper quality, size, number of pages, quantity, etc. Feel free to visit online printing shops to determine exact printing costs for your direct mail campaign.
- Distribution costs ($0.25 – $2.00) – Distribution costs are dependent on the current postage rate, the amount of mail you send, and how much the mail weighs. Bigger pieces and heavier orders lead to a higher total cost.
Make Your Campaign a Success with Direct Mail Envelopes
Worcester Envelope Company is much more than an envelope company. Our goal is to make your first impression on prospects a great one. For 125 years, Worcester Envelope Company has been providing customized direct mail solutions for customers nationwide. We are proud to offer:
- Mailing envelopes
- Marketing envelopes
- Custom printed envelopes
- Business envelope printing
- Personalized business envelopes
- And much more
With Worcester Envelopes, rest assured that your message will be received, opened, and acted on. Get started on your direct mail marketing campaign with Worcester Envelope Company.