Getting the right information into the hands of the right people is the key to a good communications strategy. Whether you are building your brand identity, attracting new clients, sharing a message with existing clients or members, or announcing new products or services, you want to make sure you provide decision-makers with the concrete information they need. That’s what direct mail can do for you.
If you’re going to employ direct mail effectively, you need to make sure you’re getting the maximum impact for a minimal cost. That means making sure your mailing goes to a specifically targeted audience and getting any available discounts to reduce your postage costs. It means finding a partner who can help produce and send your mailing, and it means learning what questions to ask your partner to make sure your relationship starts on the right foot.
The communications world is always evolving and new strategies are constantly being developed, and through all these changes direct mail has remained an important communications tool. Direct mail offers a better cost per response ratio than other forms of advertising and communication, and it can be a powerful way to help you enhance your brand. If you are considering integrating direct mail into your communications strategy, here are some of the questions you should consider in designing your mailing and finding the right mailing services partner. Answering these questions will give you the information you need to easily obtain an estimate of what you will pay for the mailing services you want.
Direct Mail Communicates Well
Direct mail is the only form of business communication that puts your materials directly in the hands of the people you want to see it. By using a targeted mailing list, you can deliver information to the people most likely to put it to use and increase your business. They can hold it, mark it up, or pass it on to anyone else they think should see it. Direct mail has a physical presence no other form of advertising can match, and this contributes to its effectiveness.
No other form of communication offers such direct contact for such a small cost. A brief advertisement on television or radio might be heard by a large number of people, but can you get across all the information you need in a short amount of time? Are the people you want to hear your message all tuning in at the same time to the same station?
Advertising over the internet presents similar challenges. A banner ad on a website may be seen by many people, but can you present enough persuasive information in such a small space to ensure that people click through to your website? Are the decision-makers you want to look at your information seeing the banners? E-mail can be even more problematic—with the threat of viruses and the common use of e-mail filters, there’s a strong possibility that your communication could be blocked and deleted before your target reads any part of it—they might not even read the subject line.
Mail always gets into people’s hands, making them more likely to at least look it over. Your job is to make it stand out, to get your message the attention it deserves. When you communicate your message well and put it directly in the hands of your target audience, you stand a better chance having your message heard and generating positive responses.
Using a Fulfillment House – Outsourcing fulfillment activities to a fulfillment house relieves a business owner of many responsibilities while providing a partner who is skilled, knowledgeable, and experienced in meeting shipping and storage needs.