A good way to build awareness has been the use of postcard mailings. Another has been newsletters or donation campaigns. While the cost can seem high for multiple mailings, the response rate increases the more times a mailing is done.
A good exmple is those pesky credit card offers. After several years and arguable a swetened pot, I finally drapped my old card provider for a new one. Admittedly, I was also tiring of my former credit card provider.
So, as a new or existing business owner, keeping the awareness during a crucial time can mean the difference in getting a new customer or missing out on an opportunity.
So what works and what doesn't?
Mailings that Work
- Multiple mailings (3 or more)
- Mailing every 2-4 weeks apart (depending on mailing type)
- Interesting, pithy content
- Coupons/incentives to try a product or service
- Newsletters
- Service reminders (for example: automotive or veterinarian)
- Variable data (text and graphics)
Mailings that Don't Work
- Same item mailed -- "read that, toss that"
- Using old mailing lists -- lists degrade 2% per month
- "Mass" mailings -- better to narrow to a target audience
- Incorrect info on the item being mailed (e.g. business location error or phone number) -- best to have a coworker proof
To test whether the response rate stacks up to typical rates, a graphic designer should be able to suggest ways to improve and measure the effectiveness of your mailing.
