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Why include a page on direct mail marketing on a website devoted to internet marketing? Isn't that old school? Yes. Since direct mail has been used as a successful offline marketing strategy for nearly a century, it could be considered old school.
Lets take the pulse of the current cyber climate, and see how this old school marketing method could spark your internet business.
The Email Conundrum
I love email. I can write a message anytime I want, save it for later, send it right away, send it off to many people at the same time. The advent of electronic mail truly revolutionized the ways in which we are able to communicate. In your internet business there are a variety of ways to put email to good use. And like all forms of communication, email has its limits. One limit is that email is impersonal. While it's great for sharing information, it's not so good for letting someone know you care. Another limitation to email has grown out of an increasingly cyber-dominated world. We just get too many emails. Some of them we don't open or if we do we just scan the message. Sometimes we even lose the ones we meant to go back and read. While I love the efficiency of email, and use it daily, I have come to realize that at times I need a different way of delivering my message.
A Card in the Mail is Opened and Read
Every so often, I get a card in the mail. I always open it, I always read it. Sometimes I save it and read it again. There is something about a physical card, something you touch and hold in your hand, that feels special. The sender took the time and thought to do so. The chances that it will be opened and read are very high. I'm a big fan of Dale Carnegie. He recognized that all business is built on relationships. Direct mail marketing, when used generously and sincerely, builds those relationships. A card in the mail can serve as a marketing tool as well as an effective retention strategy. Read on, and you’ll see why.
Cultivate Good Business Relationships
Once you get started, your list of people and cards will naturally expand. Here are a few ideas for recipients of your cards. Clients and Customers
Send a thank you card to a new client, a seasonal card to an old client, a follow-up card to a prospective client. What's a follow-up card? Be creative! Referrals
It’s just good business to always thank someone who gives you a referral! Do it big time with a card. Those Who Say No
Send a card to someone who engaged in conversation with you and decided not to do business with you. Thank them for their time and consideration. They have declined, so respect that. A simple, sincere thank you goes a long way. Mentors, Team Leaders and Team Members
A thank you card to someone who made a difference along the way; a card of acknowledgement or recognition to those who are diligent. Your Cheerleaders
Also known as friends and family, this category is not to be ignored. Where would we be without them? Just as you don’t want to engage in spam with your email campaigns, you also want to hold that boundary with your direct mail marketing. Send cards to those who have engaged in business with you, or expressed an interest. Stay with the attraction marketing model, and you’ll be fine.
Complementary Marketing Strategy
Keep the email lists, and add postal cards to your overall strategy. Here are a few examples of types of cards to include in your direct mail marketing. The Thank You Card
There are many, many ways to use a thank you card. The primary purpose of this card is to literally express gratitude. And in my book, that's always a good thing to do. The Seasonal Card
When is the last time you received a card out of the blue from your insurance broker or hairdresser, just because it's spring? Surprise your clients with a timely card. The Announcement
Something new happening with your business? Send an email and follow it with a card, or vice versa. Give them something physical to place on their desk as a reminder. The Acknowledgement
Recognize the hard work and accomplishments of others. They will remember you did. That's a good starter list. Put on your thinking cap, and trust your intuition. Chances are, if you are inclined to send a card, it's a good time to do it!
Use An Automated Online System
If you have the time to search for cards, purchase them, write them by hand, buy stamps, address them and mail them. . . I applaud you! While the concept of sending a card in the mail is appealing, the idea of putting the whole thing together is not. As a small business owner, you always want to be smart and efficient with your time. In this case, use an automated system that works online for your direct mail marketing. This system should do the following: • Create the card you want • Sign it with your signature • Address the card • Mail it When you accomplish all of this online, it takes only a few minutes more than sending an email. And it's far more rewarding! The power of an automated direct mail marketing system cannot be overstated. This is one old school method that highly benefits from that cyber-overload we have all experienced. Intrigued? Follow the link below for even more information about how to put this to work in your business.
Learn How to Implement the Power of Direct Mail Marketing
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