We might live in a digital world, but snail mail is alive and well. Small business direct mail quite literally gets you in the hands of your customers with a memorable, tactile, and engaging piece of mail that won’t get sorted in the spam folder.
The trick is making sure you don’t wind up in the wastepaper basket—and that you convert the customers who read your mail.
Here are a few of our best tips to make small business direct mail stand out.
Benefits of Small Business Direct Mail
Did you know that 73% of American consumers prefer to have brands contact them through direct mail since it allows them to read the mail whenever they want? In fact, 4 in 10 people in the U.S. actually look forward to opening their mailbox each day. It’s not just older generations either—95% of Millennials actually love receiving direct mail.
In short? If you can do direct mail right, your customers will respond to it.
Design Tips to Make Your Direct Mail Stand Out
The key is knowing how to make your small business direct mail stand out. The first step is to recognize that your customers don’t want to be numbers—they want to be a person. In fact, 71% of customers are frustrated when a shopping experience is impersonal.
The same goes for your direct mail campaigns. Here’s how you can catch their interest.
Know Your Audience
First, you have to know your audience and what you’re trying to achieve.
You can’t write to your audience if you don’t know who they are. Otherwise, you’ll make value propositions that are completely irrelevant to them.
Start by figuring out basic facts about your prospects—namely, what your prospects need and what you can do about it. You should also know what kind of offers they’ll respond to and what images will resonate with them.
This should be part of your marketing campaign planning. A good approach to target audience personas is to craft a persona that’s so specific you could pick your ideal customer out of a crowd. This makes it easy to understand exactly what your customer wants and needs.
Personalize with Variable Data Printing
Once you know who your customers are and who they want, you can start to get personal with variable data printing.
Variable data printing relies on software with spreadsheets or a database so that you can create customized mail pieces within a single digital print run. The best example of this is printing a customer’s name and mailing address on a postcard, but it can be as complex as crafting a unique set of images for an ad run based on the customer’s gender or previous purchasing interactions.
Expert Services for Small Business Direct Mail
We know the power of small business direct mail to get you in the hands of your customers. It’s a memorable way to put your best foot forward. So if you need a direct mail print run, don’t settle for anything less than the best.
At Las Vegas Color Graphics, we offer expert printing services and full-service direct mail to handle every stage of your print run. So whether you need a few hundred pieces or several million, we have the technology and expertise to deliver. After all, we’re the largest privately-owned commercial printing company in Nevada, serving everyone from small businesses to Fortune 500 companies since 1978.
Let’s make your direct mail campaign pop. Request your printing quote today.
