What’s the biggest mistake businesses make when it comes to direct mail marketing? Inconsistency. In the past 9 years that I’ve worked for a direct mail marketing agency, the mistake I see repeated time and time again, the one that causes the most frustration and biggest lost of money, is inconsistency.
Businesses send out 2-3 mailings and expect that people will rush their store or website. Not true. Most people don’t start to recognize a brand or pay attention to their marketing until the 5th or 6th mailing. And it sometimes takes more mailings to get someone to take an action.
But it’s hard to be consistent! Yes, I know. That’s why so many people fail. BUT, if you have a strategy, the right tools, and a solid marketing team behind you, you can, in fact, do it.
Mail smaller quantities more frequently. We see it all the time. A business has a budget for 10,000 mailings and they decide to send all 10,000 at once in hopes of boosting business. BAD IDEA! Like I said earlier, people don’t pay attention to the first, second or even third mailing. You have to
So, instead of sending all 10,000 at once, it is better to choose a group of 1,000 or 2,000 recipients and mail to that group 5-10 times.
Plan your mailings in advance. If you think you’ll find time to sit down each month and decide on a mailing, you are wrong. You might remember the first and second month, but then you’ll get distracted by actually running your business and you’ll forget all about it.
So make a plan! Decide exactly what you want to mail for the next 6, 9 or 12 months. You can simply write down the ideas, or actually have the cards designed ahead of time.
Include digital marketing touchpoints. I love direct mail marketing with my whole heart. I also love digital marketing. And while it is possible to be successful using just one, combining the two is the ultimate recipe for success.
You can pretty easily convert your mailing content into content for emails, blogs, and social media. Repurposing the content cuts down on time invested and dramatically increasing your opportunity for revenue growth.
Get help. It is possible to do direct mail marketing entirely on your own. But why would you want to? Our expert staff handles everything from graphic design to print to mail. We can remind you every month to order a mailing or we can create an entire multi month campaign at once and mail based on your directed schedule. Our primary goal is to keep you mailing consistently so that you see RESULTS!
Give us a call at 949-587-5301 or email email@example.com to set up your next direct mail marketing campaign.
In order to be successful with direct mail marketing, you need to be consistent. If you find yourself low on funds, you may be tempted to skip a mailing. DON’T! This will lead to inconsistency and loss of the momentum you’ve already gained. Instead, consider cutting costs with these tactics.
- Convert color postcards to black and white. You can convert one side or both. Many people choose to just convert the back to black and white, since most of the card is taken up by text and address anyways. At One Step, this one change will save you about 8 cents a card. You can also convert both sides to black and white to save even more. Just be aware that some of the design may be compromised once the color is taken out. If possible, tell your designer ahead of time that you want the postcard to be able to print well in black and white so that they can design accordingly.
- Check for quantity discounts. At One Step Services, we offer discounts for 500+, 1000+, 1500+, 2000+. In some cases, ordering more will actually save you money. For example, if you are ordering 475 full color 8.5×5.5 postcards, you’ll actually save about $10 if you bump your order up to 500.
- Clean your mailing lists. It’s a waste of money to send a mailer to bad addresses. A bad address is any address that doesn’t fit into your target market. For example, if you are a real estate agent looking for listings, you won’t want to send the postcard to renters. You also don’t want to send to people who have asked to be taken off your list, or to addresses that are undeliverable. Regularly clean your list to make sure you aren’t wasting money.
- Order smaller postcards. At One Step Services, we have a lot of different postcard sizes. If you need to trim your budget, consider going with a smaller postcard, especially for mailers who’s main job is to simply build brand awareness and trust. For example, perhaps you go with an 8.5×5.5 postcard for your mailings about community events and testimonials, but go back to your 10.5×5.5 for your Just Listed card so that you draw extra attention to it.
Don’t let a tight budget keep you from doing your marketing. The more you put your name out there, the more business you’ll get. Call our friendly customer service reps at 949-587-5301 or email firstname.lastname@example.org to discuss specific ways to cut costs on your next mailing.