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Direct Mail Mastery for Mid-Sized Businesses: 5 Steps To Get Started

direct mail

Ask somebody for marketing strategies in 2024, and it seems like all your answers are going to be about digital marketing. Everything’s about emails and social media these days. It’s easy for mid-sized businesses like yours to get caught up in the rush of doing things online because, let’s face it, it’s quick and doesn’t cost a lot. But here’s the thing – when everyone is trying to grab your customer’s attention online, it’s tough to stand out. That’s where direct mail marketing comes into play.

Think about it. How often do you get something in the mail that feels personal and just for you? Not as often as you get emails, right? At Full Sail Media, we get how important it is to make your business memorable. Direct mail isn’t just about sending letters and flyers; it’s about creating a connection that your customers can actually touch and feel. We’re talking about something real in their hands, not just another email in their overflowing inbox.

We’ve put together this guide to show you how to use direct mail to really connect with your customers. We’ll walk you through some simple steps to create mail that people actually want to read. You’ll learn how to mix the old-school charm of direct mail with your modern marketing. It’s all about getting your business noticed and making your message stick in your customers’ minds. Let’s dive in and make your marketing something your customers will look forward to receiving.

  1. Mix It Up With A Balanced Strategy

Let’s face it, we’re all a bit tired of screens. Your customers too! While all those fancy online tools and tricks like analytics and AI are great for understanding what your customers might want, there’s something special about getting an actual piece of mail. It’s about finding the sweet spot between the digital world and the real, touchable world.

Think about the last time you got a fun postcard or a cool catalog in the mail. It probably made you stop and look, right? That’s the power of direct mail. It’s a chance to get your business literally into the hands of your customers. 

For instance, imagine you’re a local artisan coffee shop. You could send out eye-catching postcards with a special offer or a cool event happening at your shop. It’s something people can stick on their fridge and not just swipe past on their phone.

Here’s the deal: combining digital and physical marketing isn’t just throwing things at the wall and seeing what sticks. It’s about creating a strategy where each piece complements the other. Your emails can tease what’s coming in the mail, and your direct mail can encourage customers to check out your social media for the latest news. It’s like making a great mixed tape – the right blend of tunes (or in this case, marketing methods) can really make an impression.

  1. Combine Digital and Physical for a Winning Combo

Here’s a thought: why not bring the best of both worlds together? We’re talking about mixing the personal feel of direct mail with the reach and precision of digital marketing. It’s like making your business stand out in a crowded room by being the one with both a friendly smile and a cool gadget in hand.

Let’s get practical. Have you heard of Every Door Direct Mail (EDDM)? It’s a nifty tool that lets you drop your message right into the mailboxes of a specific neighborhood or area. Think about it like pinpointing your digital ads to a certain location, but this time, it’s something they can hold. Say you’re a new restaurant in town. With EDDM, you could send out mouth-watering menus or discount vouchers to everyone in the neighborhood, getting them excited to swing by and try your dishes.

And let’s not forget about high-touch marketing pieces like catalogs or brochures. In some businesses, like real estate, these aren’t just helpful; they’re essential. Imagine a beautifully printed catalog of properties sitting on your coffee table, just inviting you to flip through it. It’s a far cry from scrolling through listings online. That catalog is more than just paper – it’s a conversation starter, a piece of inspiration, and a reminder of your brand, all rolled into one.

So, it’s all about that perfect mix – sending your message through both the digital and physical worlds. It’s about being everywhere your customers are, both online and in their mailboxes, creating a presence that’s hard to ignore.

  1. Tap into the Power of Direct Mail and Digital Together

Okay, so here’s something cool: there’s actual research backing up the magic that happens when you mix direct mail with your digital efforts. A study by Printing for Less/Forrester Research showed just how awesome this combo can be. It’s like peanut butter and jelly – great on their own, but together? A classic.

The real magic is in creating an experience for your customers that feels complete. You’re not just sending an email or just mailing a brochure; you’re doing both in a way that talks to each other. This combo keeps your customers engaged and gently guides them along, nudging them closer to making a purchase.

Imagine you’re running an online store that sells handmade candles. You start with an email campaign, sharing stories about how your candles are made, the unique scents, and the cozy vibe they create. Then, boom – you follow up with a beautifully designed postcard offering a discount or announcing a new scent line. It’s the one-two punch of marketing.

And timing is everything. You don’t want to just randomly send stuff out. Think about the different stages a customer goes through – from just getting to know you, to considering a purchase, to becoming a loyal fan. Each stage is an opportunity to use direct mail in a smart way. Maybe it’s a welcome postcard for new subscribers, a special offer for those thinking about a purchase, or a thank-you note after they’ve bought something. It’s about hitting the right note at the right time.

  1. Make Direct Mail a Star in Your Marketing Mix

Think of your marketing strategy as a team, with each player having its own strengths. Direct mail is like the all-star player that brings something extra to the game. Sure, it might cost a bit more than shooting off an email, but the payoff? Totally worth it. Postcards, brochures, samples – these are things your customers can actually touch and feel, and that makes a big difference.

Here’s the thing: people like getting mail. Not bills, obviously, but cool, interesting stuff. It’s like getting a little gift. When you send out a well-designed brochure or a fun sample, it’s not just another piece of mail; it’s an experience. And in today’s world, where everyone’s fighting for a slice of your customer’s attention, offering a tangible piece of your brand can really set you apart.

Imagine you’re a boutique skincare company. You send out samples of your latest moisturizer in a sleek, eye-catching package. It’s something your customers can try right then and there. They’re not just reading about how great your product is; they’re experiencing it. And when you follow up with an email asking how they liked it, you’re creating a conversation. It’s a powerful way to understand your customers better and give them what they want.

So, let’s not just throw direct mail into the mix and hope for the best. Let’s use it strategically, as part of a bigger, more awesome plan. It’s about knowing your customers, what they like, and how they shop. We’re playing a long game here, aiming for not just a quick sale but for customer satisfaction and loyalty. That’s what gives you an edge in this crazy, crowded market. 

  1. Competitive Advantage through Direct Mail

Here’s the bottom line: if you want your mid-sized business to really shine, throwing some direct mail into the mix can be your secret weapon. In a world where everyone’s glued to their screens, getting something in the mailbox is a pleasant surprise. It’s personal, it’s tangible, and it can make your brand stick in people’s minds.

Think about how many emails and digital ads you see every day. Now, think about how many cool postcards or unique mailers you get. Not as many, right? That’s where the opportunity lies. Direct mail gives you the chance to do something different, something memorable. It’s like being the one voice in a choir that sings a different note – you’re sure to get noticed.

Let’s illustrate with an example. Say you run a local garden center. Sending out a colorful brochure with gardening tips and a coupon for spring planting? That’s something your customers might pin up on their fridge. It keeps your business in their thoughts, especially when they’re ready to start their spring planting.

It’s all about using direct mail as part of a bigger, smarter strategy. Mix it with your digital efforts, and you’ve got a recipe for getting your brand right into your customers’ hands – and hearts. It’s about cutting through all that online noise and making an impression that lasts. 

Let Full Sail Media Set You Up For Direct Mail Marketing Success

At Full Sail Media, we specialize in crafting direct mail campaigns that resonate with your audience and complement your digital efforts. We’re not just about sending mail; we’re about creating experiences that forge lasting connections between your brand and your customers. 

Our team of experts is dedicated to understanding your unique business needs and translating them into effective, memorable direct mail strategies.Ready to make your mark with a marketing strategy that combines the best of both worlds? Let’s chat. We’re excited to partner with you to create a direct mail campaign that not only captures attention but drives real business results. Reach out to Full Sail Media today.