When you’re launching a new product, you want to reach potential customers directly — So reach them with one of the most trusted and straightforward ways when you use direct mail.
Millions of companies use direct mail to reach their customers because it’s both effective and cost-effective. You can target your audience very precisely, and they’re more likely to feel comfortable receiving direct mail because it comes with none of the phishing or scam risks that sometimes attach themselves to email.
If you’re a small business owner, direct mail can be one of your best marketing choices for a product launch. Take a look at some of the benefits:
Measurable Results
It’s easy to track and measure the results you get with a direct mail campaign. Consider adding different coupon codes to different segments of your targeted audience, and count up the numbers of responses you get for each one. This is a great way to understand how well your message is getting through.
Precise Targeting
With direct mail, you can choose the people you want to reach very specifically. When you work with a company that specializes in direct mail targeting, you can narrow down your mailing so that it reaches only qualified and interested buyers. This precision targeting lets you receive a great return on your marketing investment.
Personalized Messages
A corollary of that precise targeting is the ability to personalize messages to appeal to your very specific chosen audience. Take the time to craft just the right message to tickle the fancy of the core customers you’re trying to reach.
Easy Scalability
Once you’ve seen the reactions to one round of direct mail marketing, you have the ability to grow your campaign as you choose. Tweaking your message is easy once you’ve gotten your initial responses.
Control Over Growth
Too many small businesses get into trouble when they elicit a big response with a marketing campaign but aren’t able to fulfill their orders due to problems in their production pipeline. If you’re doing a soft launch of your new product, direct mail is the ideal way to start your marketing, as you can control the size of your outreach. As a result, you won’t end up angering customers before you’ve had a chance to start a real relationship with them.
Brand Awareness
Direct mail lets you build brand awareness over time. You can use it to send product samples, if that’s a possibility for your unique product, and you can also make trial offers easily. In addition, people love receiving coupons and discounts in the mail, which make them anticipate your next mailing.
Speedy Response
A direct mail campaign can get going within a matter of days. Compare that to the weeks or even months it takes to run ads in magazines or newspapers or to get commercials on the radio or local TV. The speed of direct mail lets you know how people are responding to your new product quickly so you can tweak your campaign or boost your production orders.
Use direct mail in conjunction with the other elements of your marketing campaign to forge a personal connection with your prospective customers. Make sure this tried and trusted marketing strategy is part of your next product launch.