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Use direct mail to solidify new sales
Direct marketing is one of the ways companies can improve customer engagement and reach potential leads, but it is also a powerful mechanism that can directly impact sales. Instead of simply developing interest in a company product or service, mailing campaigns can generate sales and lead clients right to their purchases. If planned correctly and if companies employ address verification on a regular basis, direct mail can make quite a difference in the bottom line.
The advantages of mail
While marketers need to spend time and money on digital promotional methods, they also need to remember that direct mail is able to make a difference in sales the way online efforts are not. The Sacramento Bee stated that companies focus on online searches, such as Google or Yahoo, to garner many of their sales, but only having search engine marketing methods to gain new customers can be a mistake. While search is good in many aspects, direct mail has a handful of advantages. For instance, mail promotions don't only present themselves when people are shopping. If someone purchases goods or services from a competitor but receives a promotional postcard in the mail, they may become willing to try the new company because of the postcard. Mail is not intrusive and doesn't force coupons upon people, instead it gives them a freedom of choice and doesn't pressure customers during the shopping process.
Search engines always offer the brand's ads in the middle of all other competing companies. If a person searches for a pair of shoes on the Internet, they will see more than 100 footwear businesses selling the same, and sometimes slightly different pairs. This makes it hard for brands to stand out, but with direct mail, they can be sure to have that direct, personal connection with shoppers. Additionally, sending a piece of direct mail to customers and leads ensures they will receive it, but only if marketing teams utilize address verification software and work with the cleanest of contact information. Buying an ad online won't guarantee that target audiences will interact with it, but if a promotion lands in their mailbox, there is a much better chance they will see it.
A promising campaign
In many circumstances, direct mail can be a sure thing. Customers will see it in their mailbox, and it will prompt them to think about where to spend their money and what products or services to purchase. If businesses prepare a strong mailing campaign, utilize address validation software and send promotions to the right audience, they will be able to see more client engagement and increased sales.
Getting started
When it comes to creating the piece of mail to send to customers, it's all about the copy and the picture customers have in their minds, according to Entrepreneur magazine. The piece should have pithy content, but be easy-to-read copy. Included in that stellar copy should be what's called "magic words," referring to words that catch people's attention and cause them to act. Images that elicit a response from recipients are important. For instance, if the promotional piece of mail is for vacations in a tropical location, the visuals should be relaxing, peaceful and beautiful to make customers envision themselves in that location. But because the piece of mail shouldn't be complicated or confusing, companies must stick to one promotional message and one story for consumers to read about. Keeping the message simple will lead more buyers to a product instead of leave them wondering about other options they could have.
