Direct Mail – How First Impressions Really Count

You have probably heard of the saying "you never have a second chance to make a first impression". While you make first impressions hundreds of thousa

# # #

Direct Mail – How First Impressions Really Count

You have probably heard of the saying “you never have a second chance to make a first impression”. While you make first impressions hundreds of thousands of times in your lifetime, when you are a business owner, learning how to make lasting first impressions is extremely important from a marketing standpoint. The only way you can acquire new customers is to make every contact, especially the first contact, count. While there are several different marketing methods you can use in today’s modern times, direct mail marketing is still an effective and affordable way to introduce your brand to a new market, promote your brand, and reinforce your branding.

What is Direct Mail Marketing and Why is it Regaining Popularity?

Direct mail marketing has been around since long before the Internet. It is traditional advertising method that involves mailing marketing materials such as letters, advertisements, brochures, and postcards to a large group of targeted prospects. Generally, marketing managers who choose this marketing tactic will build long lists of targeted prospects and send mailers to each of the names on the list in an effort to increase the potential response rates and also to take advantage of the bulk-mail rates.

Direct email marketingImage credit

While some businesses mail to their targeted lists between 4 and 12 times a year, many marketers are focusing strongly on the first mailer sent because it is the only one that will make either a positive or negative first impression. With businesses in every industry using other more advanced marketing tactics, direct mail is now becoming popular again. Fewer companies are investing in direct mail and this means that businesses who invest in this advertising technique are more likely to get noticed while the competition is low. Just like any tactic, the make your first impression count you need to make sure that your message is heard.

How to Make Sure That Your Direct Mail Makes an Impact and That You Make an Impression

In order to take advantage of all of the benefits direct mail has to offer, marketers responsible for designing and sending the mailers must create mailers that will be opened and read.  It is vital that you choose the right printing company to carry out this important task. 

After all, if the mail ends up in the recipient’s trash can before it is ever opened, you have invested in making a contact without making any impression at all. Here are some valuable tips business owners like you can use to make an impression that will count when using direct mail:

Handwritten Envelopes or Handwritten Letters

It might sound like a waste of time, but spending the time to label your direct mail envelopes with your own writing is going to increase your chances of making a positive impression. Imagine just how many mailers you receive in your mailbox every week. Out of these mailers, your eye is more drawn to envelopes with neat handwriting on them rather than a printed address label that was mass produced with hundreds more. If you want attention to be drawn to your message and your brand, something as simply as your penmanship may be the key.

Use a Real Stamp

When your mother-in-law sends you a gift or you receive a letter from your best friend from Italy, the envelope has a real stamp on it. One of the first signs that a mailer is a mass marketing advertisement is by looking at the postage. You are much more likely to entice your audience to open your mailers if you use a real stamp instead of sliding the envelope through a meter machine.

Make first impressions of your brand by advertising through direct mail. By making a small investment, you can earn a larger return and build a larger client base, but only if you focus on the first impression.

About Author
Ronan Dwyer is a blogger and writes mainly on business and marketing related topics.