Direct mail marketing has been a tried-and-true method for expanding a traditional market base, but have you tried it for promoting your online business as well? As with business cards, this is a good way to give your prospective clients a tangible reminder of your business. The difference with this is that with direct mail, you can reach your market more easily without the need for facetime.

If you’re new to this, then you need to remember a few key factors in designing your own direct mailer:

What is your goal? Do you want your customers to visit your website? Do you want them to email you? Do you want them to buy? Be specific, and be clear about your goals so you can get the exact message across to your recipients.

What are your benefits? Most companies bury their audiences in a sea of their product or service features, instead of focusing on how they can benefit the audience. Remember that customers are always asking ‘what’s in it for me?’ not ‘what can you offer?’ The trick to answering the former question is in finding out what the customer wants.

Get to the point. This is not the time to bombard your potential clients with convoluted messages. Tell them exactly what you need to say, no more no less. The same goes with the design elements — just include what is needed, and trim away what isn’t.

Proof it! Always be on the lookout for errors (or potential mistakes) in your mailer content, design, and layout. If you overlook any mistake, someone else will notice. And sometimes, these mistakes can be fatal to your business, such as forgetting to include your URL and contacts, a typographical error in your phone, email, or URL, or giving out the wrong information altogether. When in doubt, ask someone else to proof your mailer design for you.

Give something away. Customers love freebies, especially if these are freebies that they need or want. Even if it’s just a little extra knowledge or a testimonial, this might come in handy to your audience. Make sure you throw in that little something of value that will keep your customer interested in paying to get more from you.

Try different mailer media. You can try different mailer formats such as cards, brochures, flyers, or postcards. You can even customize your material to fit your company’s ethos and audience’s tastes. The point is to keep it interesting and unforgettable.

Select a good printing service. This is the endpoint in your mailer production, so make sure you choose a reputable printing company for your materials. For instance, if you want to opt for postcards, then find a company that specializes in high-quality postcard printing. Otherwise, if you take chances with questionable printing outfits, it might be the most expensive marketing mistake you will ever commit.

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