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Surprise! Direct Mail Isn’t Dead!

By Mollie Neal

In an effort to cut expenses in this tough economy, many micro-business owners have slashed their marketing budgets. Others are trying to promote their businesses through e-mail and social media.

Meanwhile, some savvy micro-business owners are returning to old-fashioned direct mail and they’re reaping rewards by generating sales.

Magazine and newspaper readership is waning, and e-mail boxes are inundated with promotional messages. As the economy tanked, credit card issuers and other companies notorious for flooding mailboxes reduced their direct mail efforts by as much as 70 percent.

Experts agree that these trends point to a new opportunity for micro-business owners to capture consumer attention through direct mail. The U.S. Postal Service estimates that 98 percent of individuals bring in their mail the day it’s delivered, and 79 percent sort through it immediately. Here’s how to grab their interest.

Use Postcards

Purchasing large lists and sending mass mailings is an outdated marketing tactic. Today’s successful direct mail users find inexpensive ways to send personalized messages targeted to customers and select prospects.

After all, postcards cost just 28 cents each to mail. And with today’s technology, it’s easier and cheaper than ever to create professional postcard mailings.

Vendors such as PostcardMania, Vistaprint and FedEx Office offer user-friendly online services. You can easily upload your photos and logos into templates that meet postal regulations. Or you can select from thousands of ima...