Granted, direct mail is difficult to track and the printing and postage costs are less attractive than email campaigns and social media activities. But for some companies looking to engage with potential new prospects, direct mail may still have some gas left in the tank.
The Custom Letter
Now I'm not talking about the coupon flyers or credit card junk mail that sits on your kitchen table until you decide to shred it or toss it in the trash. I'm talking about the personal touch that a well written letter can still provide to potential clients or customers - especially those in the B2B space.
Staying Top of Mind
If you're feeling generous, you can even include a useful gift (of nominal cost) as a token of your appreciation for opening your package and reading the letter. This could be a nice pen or notebook with your company logo to keep your brand top of mind for prospects as they go about their day mulling over whether they want to give you a call. The primary benefit of this approach is getting your message out of crowded email inboxes and putting a useful, branded tool into the hands of potential new business partners.
These are just a few ways you can use targeted direct mail to your advantage at a marginal cost. You may or may not receive a huge response rate but usually just one new customer will justify the cost of producing and shipping the packages. If you're struggling to establish contact with your prospects, direct mail may be a great way to break the ice.
If you have any other ideas of how to use direct mail to attract new clients, please share in the comments section below!