11. Direct mail
This channel is perfect for sending specific, targeted messages directly to customers’ homes in key demographic areas. You can use it either for direct response or brand awareness, depending on your overall budget.
The average cost ranges from $1 to $10 per piece of mail sent to every contact. It’s because you must factor in the budgets for copywriting, designing, printing, mailing list development, and postage.
The more targeted and niche you can be, the better. You can keep costs down as well by considering the quality and length of the content you are creating. It’s best to keep it simple to start.
For example, instead of sending out a ten-page glossy brochure, you can send a one-page 8.5×11 letter or a postcard to introduce your business to prospects, or promote the 10% off discount.
If your campaign goal is to build brand awareness, the postcard example below is a great way to pique consumer interest and provide them with your brand name and phone number to keep handy.
As your budget grows, so too can your investment in design, printing, and copy. Many small business owners start out doing it by themselves. If you choose to go this route, at the very least, consider hiring a copywriter or proofreader.
There are also third-party businesses that can help you create a DIY postcard using a templated design.
You can cut back on costs by only sending direct mail out to your most valuable prospects. Segment and narrow down your mailing list by potential customers or postal codes with the highest household income.
Your national postal service can often sell this data to you for a fee if you don’t already have a database.
Another affordable way to sent direct-response deals to a customer’s mailbox is through direct coupon services, like Valpak.