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Most marketers have turned their attention to online marketing, such as email lists and internet initiatives. However, direct mail marketing continues to be an affordable option for many small businesses to reach existing customers and find new leads. It is easier for consumers to ignore email by quickly scrolling down the page, but it takes more time to throw a piece of physical mail away. The right kind of content marketing can stop direct mail from being labeled as spam and instead drive sales and generate revenue.

The issue of personalization, USPS future

Many consumers turn to the web for their online purchases, allowing internet marketers to study personal choices and evolve to meet specific features of individuals’ needs. This kind of personalization and ability to offer recommendations gives small businesses using email and internet marketing a leg up on traditional campaigns.

But by making direct mail relevant to the individual, small businesses can put their marketing physically in front of the customer. Patrick Donahue, CEO of the U.S. Postal Service and postmaster general, told Direct Marketing News that achieving a stronger level of personalization is something that the Postal Service is working on.

“Paid digital advertising has a lot of unique characteristics, but it’s not effective at getting people to slow down and focus on their messages,” Donahue said. “No one slows down to read through spam emails. But if we can take the targeting power of online advertising and combine it with the mail experience, we can make mail more valuable to the receiver and the sender.”

Donahue cites using social media and digital marketing features as a way for direct mail to generate leads in the future.

In the meantime, small businesses should get creative in direct mail marketing. Take the individual features of the company and angle them to stand out from competitors. Consumers like images that break up text, but relevant content is still vital for a successful traditional mail campaign.

Don’t become a spammer

In the ever-growing marketing industry, some businesses think sending out more messages equals a greater chance of sales. However, spam in direct mail is a concern for many consumers, and being labeled a spammer can hurt a small company severely. Businesses that use solicitation techniques in their direct mail marketing campaigns can alienate customers immediately.

Marketers should try to only send out content that appeals to their consumers, such as sales or special events. Using direct mail to promote awareness can keep small businesses in the minds of customers and show them respect. And, with the low price of direct mail, reaching consumers can still be affordable.

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