In the wake of the global economic slowdown, small businesses are faced with a big challenge: how to cost-effectively build their business with an extremely limited budget. Many of these businesses should consider a “DIY” (do it yourself) direct mail campaign.
Sometimes small businesses balk at the idea of spending money on a mailing list, especially when they are unfamiliar with direct mail marketing. Hopefully this article will shed some light on how easy and cost-effective it can actually be.
Challenge: How can a small business owner on a limited budget use direct mail to cost-effectively market their business? Secondarily, how can a small business increase their odds of obtaining a meaningful return on their investment?
Background: Most small businesses lack the funds to do a large-scale direct mail campaign. Even a mailing of just 5,000 pieces can cost upwards of $2,500 for a simple postcard. Add another $1,000, or more, if you want to send something in an envelope via First Class Mail. Many companies offer small direct mail campaigns (called “short run” in printing vernacular), however, the unit costs on these small campaigns can be as high as $2 per mailed item.
Solution: Create the mailing in-house and break the mailing up into smaller, manageable pieces. Get more responses for less cost with a well-built direct mail campaign.
Handwritten envelopes have been proven to increase response rates by upwards of 98%.
Add a First Class stamp and a local return address and some businesses see a 1,000% increase versus machine-created direct mail advertising.
Many small businesses obtain a 10% – 20% response rate when using this method of direct mail marketing. That’s 50 to 100 new potential customers obtained from sending just 500 mail pieces.
Don’t want to handwrite the direct mail address?
You can still cost-effectively set up your campaign by using Avery Labels to address each mail piece. These are easy to set up, print and apply to each envelope. To make things easier, excel today has an easy way to export your data into an Avery Label format.
With less than $500 you’ll be on your way to generating sales leads for your small business!