How to Make Direct Mail Work for Your Business

When done correctly, physical forms of marketing can have a huge impact on promoting your business and bringing in new clients. Start by honing your mailing list to target the right customers. Next, get them to open up the mail that you send and from there, make sure that the content speaks to them directly. Allegra offers direct mail services customized to your specific needs. We have access to the equipment and materials to print and put together your marketing material and then distribute it where it needs to go. Here are a few tips on how to boost the appeal of your direct mail:

Man holding an envelope and putting a gift card inside.

Make it Personal

The way that mass mailers remain affordable is that they go out to a large number of people. The way that they remain profitable is by effectively drumming up new business. The way that you avoid your direct mail quickly being considered junk mail is by starting with the right audience and by making it personal. Whether your mailing list is for brand new customers or from a contact list you have accumulated, knowing what speaks to your audience and including it in your mailer makes a huge difference. Personalize the content in a way that speaks more directly to the person opening it. 

Entice the Recipient to Open Your Mail

This does not mean trying to trick your audience. There is no need to stamp the word “urgent” on the outside of the envelope if the information enclosed is not actually urgent. You should put care and thought into what the outside of the envelope looks like and formulate ways to draw their attention. Here is a different idea: include an object that makes the envelope feel like there is something inside besides just a letter. This will pique the curiosity of the recipient and make it more likely that your envelope will be opened. Choose something that is personal to your business, such as a product sample which gives your potential client an opportunity to try it out. Or, you could include something useful to the recipient like a promotional pen or sticky notes. While these may seem incredibly simple, it not only makes it more likely that your piece of mail will be opened, but that a next step will be taken to get in touch with your business.

Provide Immediate Value

Open with a proposition instead of building to it. While people enjoy receiving mail and they enjoy opening mail, their interest can wane very quickly if there is nothing of value for them inside. Give them a reason to care about what you are sending them by making your intentions known immediately. A great way to do this is by including an offer that is attractive while still being profitable. It could be something as simple as a certain dollar amount off of their first purchase. Be up front about the products, services, or solutions your business offers and let that value speak for itself.  Turn to Allegra for all your direct mail marketing needs. Visit AllegraMarketingPrint.com to find your local Allegra!