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Chris Bell

How direct marketing can help your business



Business owners want to make sure that their brand is being put in front of their potential customers. It might be that those possible clients know that they need a particular service or product, or they are unaware of what’s on offer and how it could benefit them.

As a brand owner yourself, you will want to make sure you’re putting yourself in front of those people who will most likely become your future customers. How can you do that, though? Direct marketing is one of the ways that you could do this in an effective manner. These are some of the benefits of this type of marketing strategy.

Many different formats to use

Using online marketing can mean that you may have to use particular formats – depending on the types of adverts you’re running or who you’re targeting – but with direct mail, you can choose from many different options. If used correctly, you could use formats including magazines, catalogues, brochures or postcards to market yourself effectively.

However, some groups will be more responsive to some types of direct marketing compared to others. Yet there is plenty of information available to inform you of what works best for which group.

Great open rates

For high conversion rates, you’ll need to begin with getting high open rates. It’s thought that up to 90% of direct mails get opened compared to 20% of marketing emails. It’s an efficient way of getting your marketing message seen – so you could consider door-to-door leaflet distribution to improve brand awareness, engagement and return on investment.

Excellent return on investment

Direct mail has one of the highest returns on investment (ROI) of any type of marketing. There are some cases that report an ROI of more than 400%, based on gross profit. However, this depends on how targeted your direct mail is – so you can avoid sending mailing to those who aren’t interested in your products or services.

Target ideal customers

By using direct marketing, you can target certain groups of customers with tailored messages. If you end up researching and identifying those people who are most likely to buy your products or use your services, then you will be able to focus your marketing on those groups where you will get the best results. A well-targeted campaign will help you to understand how your customers react to the services and products you have on offer.

Boost customer loyalty

You can build a direct relationship with your customers by using direct marketing. You can personalise materials such as letters, offers and promotions – which means you can then create a link with your customer, and boost the personal connection with your brand.

There are many businesses that mix their strategies for direct marketing and customer loyalty that can further build the customer relationship. These can include items such as discount offers, invitations to any upcoming sales you may have, or even birthday cards – all of which you may wish to consider for your direct marketing plans.