top of page
Search
Writer's picturedhee78

Growing Your Client List with Direct Mail

Updated: Aug 1



Print Professionals

Growing Your Client List with Direct Mail: A Comprehensive Guide for Print Professionals


Direct mail marketing is a powerful tool for businesses looking to expand their client base, and Print Professionals is no exception. With strategic planning and execution, you can effectively reach potential customers, nurture existing relationships, and ultimately grow your client list. Here’s a detailed guide to help Print Professionals harness the full potential of Direct Mail marketing.


Businesses are rediscovering the power of physical mail to create tangible connections with their audience. For Print Professionals, this presents a unique opportunity to blend the best of both worlds – digital precision and the tactile impact of print. Here’s how Print Professionals can leverage the rising trend of mailing to grow their business.


Understanding the Resurgence of Direct Mail


Several factors contribute to the renewed interest in direct mail marketing:


  • Digital Overload: Consumers are inundated with emails, ads, and social media notifications. Physical mail stands out in this digital clutter.

  • Personal Touch: Direct mail offers a personal touch that digital communications often lack. The tactile experience of holding and reading a physical piece of mail creates a lasting impression.

  • Higher Engagement Rates: Studies show that direct mail has higher open and response rates compared to email. It also tends to be more memorable.


Integrating Direct Mail with Digital Marketing


Combining direct mail with digital marketing can amplify your outreach efforts. Here’s how to create a cohesive strategy:


  • Cross-Promotion: Use email and social media to announce upcoming mail campaigns. Conversely, include digital calls-to-action in your mail pieces, like QR codes or personalized URLs (PURLs) that lead to online content.

  • Retargeting: Send direct mail to website visitors who didn't convert, reminding them of your offerings and encouraging them to return.

  • Data-Driven Personalization: Use customer data to personalize both your digital and direct mail campaigns, ensuring relevant and targeted messaging.


Designing Effective Direct Mail Campaigns


Effective direct mail requires thoughtful design and clear messaging. Here are key elements to consider:


  • Eye-Catching Design: Invest in professional design to make your mail pieces visually appealing. Use high-quality images, bold colors, and clear fonts.

  • Compelling Copy: Craft concise and compelling copy that conveys your message quickly. Highlight the benefits of your products or services and include a strong call-to-action.

  • Personalization: Personalize your mail by addressing recipients by name and tailoring content to their interests and behaviors. Personalized mail feels more relevant and engaging.


Types of Direct Mail Pieces


Different types of mail pieces serve different purposes. Consider incorporating a variety of formats into your campaigns:


  • Postcards: Ideal for short, impactful messages and promotions.

  • Brochures: Provide detailed information about your products, services, or events.

  • Catalogs: Showcase a range of products with high-quality images and descriptions.

  • Letters: Create a personal touch with a letter-style format, ideal for more in-depth communication.


Exploring Every Door Direct Mail (EDDM)


Every Door Direct Mail (EDDM) is a cost-effective way to reach potential customers in specific geographic areas without the need for a mailing list. Here’s how Print Professionals can take advantage of EDDM:


  • Target Specific Areas: EDDM allows you to target specific neighborhoods, ZIP codes, or even entire cities, making it ideal for local businesses looking to increase their reach.

  • Cost-Effective: EDDM is more affordable than traditional direct mail because it bypasses the need for individual addresses, reducing postage costs.

  • Easy to Implement: The U.S. Postal Service provides online tools to help design, print, and send EDDM campaigns, making it accessible even for small businesses.


Steps to Implement EDDM:


  • Choose Your Audience: Use the USPS EDDM online tool to select the geographic area you want to target.

  • Design Your Mail Piece: Create a compelling design that meets USPS size and format requirements.

  • Print and Bundle: Print your mail pieces and bundle them according to USPS guidelines.

  • Drop Off at the Post Office: Take your bundled mail pieces to your local post office for distribution.


Sustainable Mailing Practices


As environmental concerns grow, adopting sustainable mailing practices can enhance your brand's reputation:


  • Eco-Friendly Materials: Use recycled paper and eco-friendly inks.

  • Minimalist Design: Design mail pieces to be as compact and resource-efficient as possible.

  • Opt-Out Options: Provide recipients with easy ways to opt out of future mailings to reduce waste.


Conclusion


The rise of mailing offers Print Professionals a valuable opportunity to enhance their marketing strategy. By integrating direct mail with digital efforts, designing compelling mail pieces, exploring Every Door Direct Mail (EDDM), and adopting sustainable practices, you can create impactful campaigns that resonate with your audience. Embrace the tactile power of direct mail and watch your business grow in a digital age.

5 views0 comments
bottom of page