Direct mail is still alive and well, even in the age of digital media.
A research agency, Millward Brown, found that physical media left a “deeper footprint” in the brain than digital media. If people can touch and feel a piece of print or direct mail, they’re more likely to be engaged with it.
Touching something with your hands helps you commit it to memory. So when people look at a print brochure or receive a direct mail postcard, it can actually leave a bigger impression on people’s brains than digital media.
I Tried Direct Mail Once But It Didn’t Work
One problem with direct mail is it’s expensive.
You need design, printing, processing, postage…
If you don’t do it right, it can cost a lot of money and not bring anything back in return.
So I often hear businesses say they have tried it once and it didn’t pay off, so they gave up on it.
This is understandable, but direct mail done right can fuel your business growth unlike any other media.
Your current and past clients are the first list to mail. You will get a better response from people already familiar with your business.
It’s 5-7 times easier to sell to an existing customer than to acquire a new one.
Compile a list of every client you’ve ever done work for. Start with listing your clients names and address in a spreadsheet.
Sending mail to your current and past client list is a very effective, but often missed, opportunity to grow your business.
Saturation (EDDM) Mailings Campaigns
The previous example of mailing to your past customers is an example of a targeted mailing. Costs for mailing to a targeted list can cost .50 -.60 cents per postcard and up.
There is an alternative mailing method that is half the cost, but instead of sending to a targeted list… you saturate entire mailing routes.
This program was started by the US Post Office somewhere around 2012, so not everyone knows about it. It’s called Every Door Direct Mail, also commonly known as EDDM.
It’s less expensive because you don’t need a list or mailing house to process the mailing.
Instead, you choose mailing routes to cover entire postal routes with your mail piece getting delivered to every house on the carrier route…usually 500-800 homes per route.
It’s a great way to blanket an entire neighborhood or city with your postcards, while saving on the cost compared to a targeted list mailing.