If you have an online business or conduct most of your business online, you may be leaving out a lot of potential customers by not marketing to them properly. Remember, just because someone doesn't use the internet is no reason to believe that they will not be interested in what you are selling. Offline marketing is just as important as online marketing-especially with so many new internet marketing businesses competing for attention. Offline marketing can be done easily through the process of direct mail. Use this advice to create a successful direct mail campaign.
The first thing people think of when thinking of sending direct mail is writing a long, drawn out letter. They think of direct mail as a process that includes multiple page letters that they mail describing what they do. This is absolutely not true! Many of the most successful direct mail campaigns have been very simple, perhaps a postcards with little writing at all. Your target market, as well as the kind of business you have, are important factors that will determine the kind of direct mail that will serve you the best. You might need a longer letter. You might only need a postcard with a simple graphic and your website address on it. You should never think you know what you need before you begin. Customers are always appreciative of receiving deals from you that do not make them feel like you are pressuring them to buy. A simple letter letting people know about an issue in the community or simply teaching them about something in your chosen niche will often be better received than a plain old sales pitch. This way when people get your mail and find it interesting, they will be more likely to open up and read all your mail, including the mail that contains the sales pitch. Keep in mind that we all like to get something from time to time that we don't have to pay for.
Keep the direct mailing plain and to the point. No need to add fancy graphics or inserts. Keep it to one page. Something long and fancy will lose the customer. A simply designed letter or postcard is far better.
You should make a minimal interruption in the customer's day. If your message can't be contained in one page, it is far to confusing. This is called the "single page" rule. Another reason to keep your direct mail short is that the longer your message, the heavier your mail will be. The post office will charge you more to mail it.
Don't let direct mail frighten you. If you're used to conducting most of your business online, direct mail might intimidate you a bit. However, if you want to reach the largest target audience possible with your marketing efforts, your will need to be willing to go after the targets that do not operate online.
When you send out direct mail, you are allowing people to get to know you and your business a bit more. There are a lot of people out there who are not computer literate. Many people do not spend all of their time on the Internet. Direct mail can surprise you when it brings you more sales than you are used to seeing.
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