Direct mail dead? Think again.

So many of the small business owners I meet talk disparagingly of direct mail. Otherwise known as doordrop leaflets. “We’ve tried leaflets,” they say. “Never get any results”.

Thing is. The growth in technology, social media and personalisation actually means that in today’s marketing landscape good old-fashioned direct mail has the power to impact your target audience even harder than before. But to enjoy healthy levels of ROI you’ve got to get it right.

So here’s my three top tactics to achieving just that –

Make sure you’re hitting the right demographic. Are your clients 40 & 50 something affluent women? Then don’t waste leaflets on blocks of flats.Make sure your leaflet sends the right message (to that target audience). Think bold, simple design and quality paper stock.

It also really helps if you integrate your content / offer across other channels. Your website and social media for example. Perhaps have the same message on vans, signage, staff t-shirts.

Oh, and avoid bulk drops like the plague. The last thing you want to do is bundle your flyer in with a multitude of others, or stuff it inside a free paper. Solo drops are the only way.

The more times someone sees your message, the more likely they are to actually remember it.

Your target customers are super smart, and expect more from you than ever before (they don’t care that you’re a one-man band with an office in the spare bedroom). Be approachable, knowledgeable and local. Make it as easy as possible for them to begin their relationship with your business.

Take this example of a direct mail campaign that’s just about to land on the doormats of Hornchurch and Brentwood’s affluent homes.

It’s for a long-standing client of mine The Vanilla Room. We doordrop a target demographic three times per year. It’s an excellent way to reach new clients, and on average delivers a threefold return on investment.

Looking for more effective ways to reach new customers?

Let’s talk.

jill@jillwillis.co.uk