Despite cost of postage, direct mail is key for lead generation
Beneath the rumors that the U.S. Postal Service may raise the price of postage to make up for the agency's reported losses lies possibility of government reform. Better yet for small businesses - even more direct mail opportunities.
"Postage stamps are the best lead-generation deal in America," wrote Tom Searcy in a MoneyWatch article. "Even at twice the price, direct mail is a bargain."
The key to getting the most bang for the direct mail buck is knowing how to sell a product or service, the article said. Although targeted lists and enticing product offers go a long way, there are valuable direct mail strategies that may have a hand in getting recipients' attention:
Offering products with a guaranteed buy-back: People will be allowed a timeframe to return a product for a full refund.
Throwing in a "piggyback": If people buy, a business will give additional products or services for little or no cost.
Promoting a conditional "bill me later" option: Mail recipients may be more likely to buy knowing they won't have to pay until they receive a product or service.
The MoneyWatch article also suggests that a "lumpy package" may do the trick, which people are less likely to throw away without opening. However, when sending packages that require more expensive postage, it is beneficial to use address verification software to guarantee letters arrive to the intended recipients on time without any delays.