Marketing campaigns that use a multichannel approach are more effective at reaching audiences and increasing sales, according to ExactTarget's "Subscribers, Fans & Followers Report #14: The 2012 Channel Preference Survey." Of the common marketing channels, direct mail has certain advantages over the rest that can make it the most important channel in your marketing mix. Below are five tactics that small business owners can leverage to get the most out of their direct mail campaigns.
1. Test the Message
Perhaps the greatest benefit of direct mail as a marketing channel is the ability to experiment with the message. It's easy to test different approaches because they aren't expensive to produce compared to other forms of marketing where it often becomes costly to make even minor alterations. After all, sometimes all it takes is a little tweaking to get the results you want.
2. Maximize Versatility
Your direct mail campaign can help you accomplish multiple goals. Consumers can easily read your ad over and over again, which means you can include information about your marketing efforts on other channels. Tell consumers about your website, Facebook page, or invite then to subscribe to your newsletter. Direct mail doesn't just drive sales with offers; it can also help you deepen your relationship with your consumers.
3. Be Relevant and Timely
With more expensive marketing channels, it's not always possible to create multiple versions that you can use throughout the year. However, it's easy to build ongoing direct mail campaigns that deliver timely messages with higher response rates. Use this advantage to deliver specific messages built around seasons, events or whatever else you need.
4. Offer Incentives
This may be the oldest trick in the book, but it's no secret that consumers like discounts. With the large format direct mail pieces available, you can include multiple offers that promote different products. Set as few restrictions as possible to make it easy for consumers to come in and redeem the offer.