Using Direct Mail Postcards to Increase Leads
Years ago, the Internet came along and changed everything in the marketing world. Marketers used to rely on tried and true outbound marketing methods like cold calling, but now the Internet offers all kinds of opportunities for inbound marketing. Many believe that the Internet has made traditional marketing methods obsolete. However, it’s not time to toss them out the window just yet. Direct mail postcards still work if you know how to use them effectively.
If done right, direct mail postcards get you qualified leads that are primed to buy. The traditional method is to offer customers a freebie or discount if they’ll complete a quick survey. Pre-qualifying through direct mail postcards is important for creating an effective sales funnel. You cast the net wide, sending out postcards to every address you’ve got, and the replies you get narrow the field down to qualified leads only.
The Value of Your Offer
What you offer in terms of your freebie or discount needs to be valuable to the customers. Even the five minutes it takes to fill out your survey can be a hassle for them, and the freebie sweetens the deal. Dollar value isn’t the only consideration here. You really need to know your target market and know the kinds of goods and services they want from you. If you can match them to the product they want, you’ll do well. Of course, you’ll get to know your customers better through your direct mail efforts.
The reason lots of businesses have thrown the postcard method out the window is that they don’t know how to follow up. They give their customers one or two follow-ups, and then they’re surprised at how little response they get. What you need is a follow-up system that keeps in contact with the customers. The system also needs to be designed so that it runs on autopilot in order to save you labor.
Outbound marketing is more labor-intensive than inbound, which is where you create your content and let customers come to you. But the major advantage of outbound marketing is that it’s consistent. If you do it the same way each time, you’ll get the same results, guaranteed. Your follow-up system should do this for you.
Make It Easy
Another key to making direct mail postcards work is to make it easy for the customers to respond. If there’s anything vague or complicated involved, they’ll ignore it. Think of all the noise and static people experience every day (not to mention postcards from other companies, many of which are junk mail). The communication you expect from customers should be as simple as possible.
The Beginning of a Relationship
It’s important to look at the long-term when you use direct mail. Don’t look at it as one transaction but as the beginning of a relationship. Ideally, you should be following up with them for years to come. The goal is for your business’s brand to become a part of your customers’ lives. If you can achieve this, selling your goods and services to them becomes effortless.