There are a lot of considerations you need to make when trying to figure out the cost of direct mail marketing campaigns. The postage is the least of your concerns. You need to figure out where to get the names and addresses of people, the materials you want to send them, the area you want them sent to, and so much more. If you want to give direct mail marketing a try, it can be a great way for you to reach your audience. However, it can also be an expensive experiment if you do not have the right help.
What Types of Materials Affect the Cost of Direct Mail Marketing?
There are many options when it comes to the cost of direct mail marketing materials. The type of material you use will impact other costs as well. First, you have to decide between a small postcard style mailer, an envelope with a message inside, or even a small package. Each of these will impact the cost of direct mail marketing for you. If you opt to go with a small postcard, the material you use and the postage will be considerably less than if you send out dozens or even more packages. To start off, most companies begin with a postcard. When they see that they have the right audience, the materials go up in size and quality.
The quality of materials will also impact the cost of direct mail marketing for you. A thin piece of standard paper is easier to ship out than a thick pamphlet or brochure. A small sample product is much easier than a full-size product, too. These all make an impact on how much or how little your cost of direct mail marketing will be. You also have to think about the quality of the package you send your items in. A plain, white envelope will work, but it may not get anyone’s attention. However, your costs will go up if you get colorful envelopes, or specialty information printed on them.
Who Designs Your Materials Will Also Impact Your Cost of Direct Marketing
You also need to include the creative cost of direct mail marketing. Are you going to be able to design your own materials? Will those materials look professional enough to get the type of response you want? If you do not have that professional and creative touch, how much are you willing to pay to have someone else do it? The cost of someone taking the time to design your materials needs to also be a factor when determining the cost of direct mail marketing. For those with a creative flare, you could save a bit of money here. However, only design them yourself if you are sure you can create the right effect. Even typing up a letter the wrong way could have effects that you may not be able to anticipate.
You also need to consider where the addresses will come from. While you may have some current addresses from people who currently shop with you, it can be difficult to get them all. This acquisition process is not easy, nor is it free. You need to make sure that you go through and figure out the best way to narrow down the area you want to canvas with your mailers. Plus, you also want to make sure you send your materials only to those people who have the best chances of using them. Sending them to the wrong places or people increase your cost of direct mail marketing with no chance of return.
What Type of Return Should You Expect from Direct Mail Marketing?
The type of return you will get out of direct mail marketing is going to differ. Some efforts will be better than others, and they are always going to change. For example, if you own a landscaping business, you will get better results sending out mailers in the spring and summer than in the middle of winter. Sending mailers out to renters when your business focuses on homeowners will also impact the return you get. You need to specify the people and markets that will help you most. Once you have this narrowed down, your return should go up.
By taking the time to figure out which places and people to target, your return should rise. However, those are not the only factors to consider. You should also consider what you have to offer the people who open your mail. If you send them a savings on an inexpensive product or service, they are more likely to give it a try. However, if you send them savings on a very expensive purchase, they may be a bit more hesitant. These are all considerations that factor into not only the cost of direct mail marketing, but also the return you should expect.
What Can You Do to Keep the Cost of Direct Mail Marketing Down?
There are a few things that you can do to keep the cost of direct mail marketing down. First, you can do some of the process yourself. This means drawing up a flyer or brochure, and writing up the content yourself. However, if you do not have these skills, make sure someone you trust looks over it before you move forward. Second, you can opt for less expensive materials and mailing options. This can include having things printed in bulk, since that costs less. Finally, you can go with a company that does this for you. You can keep working on your business, and you can leave the work of direct mail marketing to the experts. They know what to say, how to say it, and where to send it. You simply need to make sure they know what message you want sent out.