Does your company still use direct mail as part of your marketing plan?
Don’t be afraid to admit it. Direct mail still works. I use it myself. And if it didn’t work, I’d know it, and I’d stop.
But we can all agree that the cost of physical mailings is going up, and with the dismal financial situation at the postal service, it may go up even faster in the near future.
So what can we do to combat this?
- Grow your lists. It may seem counterintuitive, but the more you mail, the better price you’ll get. You will save on production costs. But not everyone can just grow their lists like that. So,
- Stop sending first class. Send your mailings bulk, and save on postage. But maybe you’re already doing that, or sending bulk is not an option for you. So,
Put your stuff online!
The real way that many companies can save money on their direct mail is by combining a physical mailing with an online offer. Instead of sending a stuffed envelope with a letter, a form to mail back, and a return envelope, print a simple postcard that directs people to the web.
And not just any website, a specific page outlining this particular offer. It’s not hard, time-consuming, or expensive to create a simple web page outlining all the details of the offer. And on the web, there is no need to save space. You can add as much as you want to spice up the deal and really sell it.
Plus, when you are sending a postcard, you don’t have to sell the offer. You just have to sell the trip to the website. It’s a lot easier and you are getting someone to commit to your offering in smaller increments. It’s an all-around win!
For more marketing tips and direct mail ideas, check out our friends over at Dirty Marketing Secrets.