In some cases, the ideal way to defeat your competitors is to avoid playing their game. A lot of us know about Billy Beane’s and the Oakland A’s story, albeit just a brief overview: Billy Beane, A’s general manager, was trying to operate a major league baseball team despite having only a modest budget. Knowing that he just could not remain competitive making use of the well-known methods of building a team, Beane used an unusual method of statistical assessment, and managed to come up with a competitive group with overlooked, but talented participants. Because of his one of a kind technique, the A’s made it to the playoffs in four consecutive years. This is where direct mail comes into play.
Small business proprietors must deal with their marketing as though they’re the Oakland A’s. You simply can’t spend and even squander cash on direct mail North Myrtle Beach campaigns using methods that are being used by big company, so here are five tips to help you make the most out of direct mail spending budget and boost your return on investment.
Perform a (Minor) Test Run: You have unquestionably worked very hard on developing your direct mail material. And you need to be happy with it, yet chances are it’s far from perfect. This is exactly why tests are so important. Needless to say, you may not be ready to spend the money for delivering an experimental batch to all those who are on your mailing list. As an alternative, send the postcard to a small percentage of your list and evaluate the responses. Monitor the number of calls you get, and attempt to get some useful suggestions from those individuals who follow through. You may also take this chance to divide the test two distinct designs to determine which is best suited.
Set Objectives: The most obvious objective for a direct mail marketing campaign would be to get more business. However you must take your strategic preparation a couple of steps further to help make your campaign successful. Set objectives you wish to reach for the
- response rate
- new customer rate
- return on investment
- all the other metrics you need.
These targets will prove useful if you are working on your test campaign. If you are not reaching these figures on your test, you should definitely make some modifications.
Make Good First Impressions: Picture that you are a door-to-door salesperson. You have around 5 seconds to obtain the attention of a homeowner. That is one opening line which makes a real difference between making a sale and seeing the door get slammed in your face. Your envelope or the outer packaging serve as the opening line of your direct mail campaigns. Using tailor-made envelopes that has a brilliant line or interesting photo, rather than the typical #10 envelopes could make a huge difference between having your materials read and opened and being thrown away in the trash.
Add a Call to Action: With regards to making your very own piece, in some cases you cannot see the forest for the trees. It might appear apparent to you that the receiver must do something, however, you have to be specific when making your postcard. Inform the receiver precisely what they need to be doing. Be it “Visit our Website” “Act Now before the promo code expires” or ” contact us today”, a highly effective call to action is a crucial part of direct mail marketing.
Mail to the correct List: If you are delivering this direct mail piece to everybody who has ever set foot in your shop or signed up on your website, you are throwing away cash. Segmentation is extremely important, and delivering your direct mail item to the correct target audience could enhance ROI by reducing your spend. Give some thought to who your direct mail material will entice the most, then eliminate anyone from the mailing list that does not match that buyer persona.
Keep in mind, as a small business operator, you do not have money or time to throw away like large firms. However, these 5 strategies can assist you in defeating them at their very own game!
The Unlimited Printing and Signs can help you save time and money with your direct mail piece. Stop by today to discuss your specific marketing ideas and let us help you make the impression your business needs.
Unlimited Printing & Signs
2408 Madison Drive Suite 101
North Myrtle Beach, SC 29582