Quarter 3, 2016
Five direct mailers that can help you grow your business
Every business — including yours — should maintain an online and print marketing presence. But in this digital day and age, it's easy to forget to use all the potential methods of direct mail advertising that can be so essential to business success.
Direct mailers are some of the most powerful marketing tools available and offer benefits that online advertising can't match. They allow uninterrupted, one-on-one communication with customers and prospects. They're not too intrusive. They allow for better targeting based on demographic data. And, if you know how to take advantage of their power, they can help you grow your business at an amazing rate.
Here are five direct mailers you should be using today:
- Postcards
Perhaps the most versatile direct mailers available, postcards are also some of the most effective and cost efficient. They're inexpensive to develop, print and mail, and you can apply them in a variety of ways to attract and engage your target audience. Use them as coupons, VIP passes, mini-newsletters, mini-catalogs, website promotions, discount notices and more. Postcards can also be tracked via redemption coupons and codes. - Catalogs
Many top companies use direct-mail catalogs even though they have a strong Web presence. Catalogs are tangible, physical objects that can be browsed and perused at your customers' leisure. There's nothing like the feel of a hefty catalog filled with interesting products, descriptions and prices. People always enjoy flipping through the pages, and that interaction can definitely increase mail-order sales and related online orders. - Newsletters
You can improve your image and grow your business by mailing out a newsletter on a weekly, monthly or quarterly basis. Your newsletter should include short articles and stories based on the benefits that readers will enjoy via a relationship with your business, but it shouldn't be a rolling advertisement. Provide interesting, valuable content and highlight satisfied customers for maximum effectiveness. - Response cards
Response cards are a great way to learn more about your customers and collect new names for your mailing list. Create a short survey and have customers return it for a discount coupon. Or offer existing customers and their friends something special for filling out your card. Collecting all that contact information doubles the list of people you can target in subsequent marketing campaigns. - Sales letters
These affordable, effective direct mailers can be sent out on a regular basis to every customer and prospect on your mailing list. Letters are an easy way to share helpful information about your business, as well as offering incentives that will encourage engagement and response.
Want to put the power of direct mail to work for your business? Contact your Safeguard consultant for help with every aspect, including design, production and delivery.
Never underestimate the value good design adds to your brand and promotions. Every contact you have with your audience makes, and leaves, an impression of your company. So guard against even one poorly designed communication that could undermine the reputation you've worked so hard to establish.
Engage the services of a professional designer
You can't have well-designed brand materials and marketing communications without the services of a good designer. Unfortunately, people mistakenly think that a good designer is someone who simply knows the latest design software inside and out. Nothing could be further from the truth. While they need to understand the tools of the trade, what makes a designer truly exceptional goes much deeper. For starters, they need an understanding of your brand personality and brand guidelines. They also need to be familiar with your target audience — who they are, what they do, and what motivates them.
Armed with this information, a designer will apply his or her skills to accomplish the following:
- A level of brand consistency based on layout style, imagery, colors, and language
- A visual hierarchy that guides viewers' eyes in such a way so your story is told in a logical, pleasing, and compelling way
- An easy-to-read presentation of the copy that appropriately emphasizes key points using a careful selection of fonts, styles and sizes
Make good design part of your business strategy and you'll create a better experience for your prospects and customers. Contact your Safeguard consultant when you're looking for design help on your next project.
