Why Investing in a Direct Mail Postcard Campaign is a Smart Move for Small Businesses
We find that small businesses tend to be the most hesitant around planning and launching direct mail postcard campaigns. In many cases, their margins are fragile and small business owners may feel postcards are a risk. That very thought process is incorrect, as postcard marketing is no bigger a risk than any other marketing medium. And what separates this form of direct mail marketing is that you will be able to gauge the results more clearly than with the other platforms you’ve chosen to utilize.
It Starts with the Finish
When you’re outlining your direct mail postcard marketing campaign, you need to literally work backwards. As a business, you need to know what you hope to get out of the campaign before you determine what needs to go in it. In other words, set your goals. Make them clear so once the campaign is complete, you can analyze how successful it turned out.
Goals can vary. Some businesses are simply trying to generate leads, which is different from trying to acquire new customers or clients. If your goal is to acquire new customers, then you need to know not just the initial return on that acquisition, but also the lifetime value of this customer. For example, if you’re in the nutritional supplement business and you offer clients products on a monthly basis, the potential lifetime value of a customer is extremely high.
Know What You Can Spend
With all that said, there’s still a budget that needs to be managed. You can and should only spend what you can afford to invest. And to do this, you need to work your numbers. So if the product for which you are running the campaign retails for $100.00 and you net $50.00 of that amount, then you need to decide what you can spend based on the lowest possible return, which is one percent. With direct mail, you can actually expect a return of two to three percent, but you should still budget below that expectation.
Postcard Marketing Works
Banks and fintech companies, nutritional supplement companies, real estate agencies, and many more industries consistently and successfully use direct mail marketing, and postcards specifically, to reach clients and customers. And the fact is, they wouldn’t spend the money if it didn’t work.
Direct mail continues to be a staple for many marketers looking to engage with new and existing customers. It is a platform that is more personal to targets, and one with which marketers can easily gauge the success of their efforts.
Macromark has been involved in direct mail marketing for over 20 years. We are a leader in providing comprehensive lists and helping small businesses form effective strategies for success using direct mail as a medium. If you are a small business with any questions about how direct mail can work for you, just contact us. We’ll be glad to offer our experience to help guide you.
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