Direct Mail on a Shoestring
It's a fact. Creating and producing direct mail advertising normally is not cheap. But does that mean you have to be a Fortune 500 company with a mega-size marketing budget in order to use direct mail? Absolutely not. You just need to know how to make the most of your ad dollars—getting the biggest bang for your buck, so to speak.
Here are a few money-stretching tips on how to create and produce direct mail on a less-than-huge budget.
Target and mail to your best prospects or customers first. Don't drop huge mass mailings. Whether you're mailing 10 letters to cross-sell to your best customers, 50 cards to convert first-time buyers to multi-buyers, or thousands of pieces to ferret out qualified prospects, it's all direct mail—as long as it's measurable and accountable.
Use postcards whenever appropriate. They're fast, easy and affordable to produce, and you get first class delivery for about the same as you pay for bulk rate on a solo mailing.
If you plan to mail a series of postcards or self-mailers, print all versions at the same time, then mail them over time. The larger your print run, the lower the cost per printed piece.
Do it yourself. If you have a personal computer and are mailing very small quantities of say, 100 to 300 pieces, you can save money by producing and mailing your own letters.
Add some pizazz without adding a lot of cost by choosing one-color printing on colored or textured paper stock.
Whenever you invest in postage to communicate with your customers, maximize your return on that investment by also asking for referrals, offering an incentive for new product ideas or giving a YES/NO option for response (YES, I'm ready to buy now … NO, I'm not ready to buy now but I do want to stay informed about new products and services).