Is direct mail the best way to market my business?

Whether direct mail is the best marketing solution for your business needs depends on a number of different factors.


Do you have a message that would create interest in your business if it got to the appropriate audience?


Sending out a direct mail piece with a message that fails to elicit action is not going to do your business any good. Having the right message is paramount for success; a professional direct mail company can help you to create an effective message, and provide advice on graphic design and imagery to provide additional strength to the message you create.


Can you define a targeted audience? The beauty of direct mail as a marketing tool is that it allows you to work with an audience that can be defined any number of different ways – by household income, home value, recipients’ age, family status, educational level or simply geography. If you can define the audience most likely to respond to your message, then direct mail can assuredly boost the performance of your business. Would it do your business good to reach college graduates who own their own home within 10 miles of your business? Direct mail lets you do that.


Is cost a factor in your marketing campaign? Direct mail is one of the most cost efficient methods to deliver your message. Because it allows you to target the recipient audience, you don’t waste money casting a wide net and reaching people who have no reason to be interested in the message you are delivering. Direct mail campaigns are limited only by the reach of the U.S. Postal Service, so they can be as small or as large as your budget allows, providing you with ultimate financial flexibility.


Do you have time for a direct mail campaign? Once your printed materials are prepared, addressed and delivered to the post office, you need to allow 7-14 days to get your message into the hands of your intended audience. If you do not have time for a mail campaign, a short-term digital or print marketing effort may better suit your needs. Even if you do have time for a successful mail campaign, you may want to follow it up with a digital campaign to reinforce the message.


How do I know if direct mail makes sense? A full-service direct mail company can help you to make that decision by providing you with a single cost for designing printed materials, printing, defining audience parameters for a mailing list and mailing your materials. With that information in hand you can decide if direct mail makes sense for you.