As a small business, outreach is a key factor in growing your client base and boosting profits. It doesn’t matter what service you’re offering, whether it’s marketing, PR, HR or even if you’re a small restaurant looking to spread the word, reaching potential customers and getting your business out there is absolutely key!
Where to begin…?
A rise in digital has resulted in lots of companies allocating their marketing budget to digital advertising. Whilst this is effective, the online world is over-saturated and brimming with adverts and marketing messages all competing for your attention!
Ignore what the internet is telling you, direct mail is not dead, actually it’s never been more alive! Whilst it may feel outdated, direct mail is a fantastic tool to reach your audience and connect with them on a personal level. According to a survey in 2016, customer response rate to direct mail increased by a staggering 43%. It appears this traditional marketing method has done a 360-degree loop in popularity.
Direct mail can be a game-changer for your Christmas outreach strategy. Are you looking to drive sales? Increase visits? Up your leads? Don’t miss out on potential opportunities. Use direct mail to your advantage and execute an effective campaign with minimal spend. Seek out a trustworthy supplier for your festive themed envelopes such as Bestbuyenvelopes.uk to catch your audience’s attention. Choose from a range of fun Christmas designs that are sure to catch the recipients eye, or create your own!
Secondly, you need to integrate your direct mail strategy as part of your wider marketing plan. Why not combine it with your digital marketing efforts?
You could offer an online discount code within your letter to drive traffic to your website.
You could also use a separate phone number specifically for your campaign so you can effectively measure calls as a result of an individual receiving your letter and reacting to it.
Thirdly, you need to make it personal! Start small. If you’ve bought high quality data make sure you qualify it and have a tight but well targeted list of contacts you want to mail out to.
Add personal touches such as handwriting the address, and addressing the mail to the individual as opposed to a blanket sir/madam.
If you’re running a B2B campaign, mark the envelope as private and confidential. This way you stand a larger chance of the person in question actually receiving your mail rather than their assistant or receptionist putting it into the recycling.
With fewer marketers opting for traditional marketing methods such as direct mail, it means there is less sent out as a result. This is a huge opportunity and actually brings real benefit to your Christmas outreach campaign.
You aren’t trying to cut through as much noise as the online world and there is something beautifully nostalgic about receiving a hand-addressed letter in the post. Especially one with reindeers on it!
Direct mail isn’t just for Christmas though! Although you can run capitalise on the festive period with fun themed envelopes and boxes, this should be a year-round strategy that receive sufficient attention within your marketing strategy. Direct mail is suitable for all age groups, and the high response rates can’t be ignored. Don’t assume everyone has, and uses, a smartphone. The older generations may not interact with online ads, direct mail ensures you’re covering all bases and demographics.
Direct mail also provides huge opportunity for creativity! Don’t just stick to standard letters, although these are simple and cost effective, try and think outside the box. Just take this fun direct mail spoof campaign from Kit Kat as an example. It grabbed attention, is entertaining and then encouraged the recipient to use their voucher to collect their free bar of chocolate. The results speak for themselves, with an enormous 87% of recipients taking their card to their local newsagents to claim their gift. Tell us again how direct mail is dead…
Don’t delay! Utilise this festive opportunity as best as you can. Think outside the box, get creative and get your business seen and heard by potential customers. Capture your audiences unrivalled attention and make sure you track results. Happy mailing!
