Putting together a direct mail marketing campaign yourself is not rocket science and it can save you money while allowing you to find new customers. Here are the steps you need to follow to decide if this is for you and how to do it.
Bear in mind that like many other DIY options in life you are saving money at the expense of your time. So before you get started consider if this is the best way for you to spend your time as a business owner.
- You don’t have money to hire me, a professional direct mail marketer. Plain and simple. Just make sure you don’t confuse “I don’t have the money” with “I just don’t want to spend the money"
- You are in an area where you don’t have access to the same direct mail services that are available in a large city
- You want to mail 5,000 pieces or less (I’ll explain why below)
- You know what you are doing. You know your customer, where they live, what offers they like, etc. You just need to get a piece of paper in their hands and the customers will come.
Steps in DIY Direct Mail Marketing
1. Choose your format.
A postcard is the most simple but it can also be a bifold brochure, a trifold or even a letter. Of course the postcard will carry the lowest print cost and postage rate.
2. Find a graphic designer
Based on the format you choose they can design something for you that looks professional and communicates your message well. Unless you are skilled in this area, don’t do the design yourself. Believe me, it might look “good enough” to you but it isn’t.
3. Find a printer
Many print houses will also offer graphic design services. So it’s a matter of talking to a couple of printers to get quotes for the format that you want with or without graphic design. If you don’t have a local print shop you can work with there are also numerous online printing companies that can design and print for you almost anything you can think of.
4. Use Every Door Direct Mail (EDDM) service from USPS
Basically this service allows you to send up to 5,000 pieces at a postage rate of 18 cents per piece which is a significant savings over the first class postcard rate. The second big advantage is that you don’t need an address list or to put addresses on the postcards. All you do is tell the USPS which zip codes or carrier routes you want them to deliver your mail to.
A carrier route is just a smaller part of a zip code. This is helpful because by choosing a carrier route you don’t ‘have to mail all the addresses in a whole zip code if you don’t want to. You can choose homes, businesses, apartments or PO boxes depending on your type of business and who you want to target.
So as long as you are ok with taking care of all the above steps through the EDDM service you can get a postcard into 5,000 homes (the most they will allow for a single mailing). Depending on the rates you find for the graphic designer and the printing your total cost per piece should be about 25-35 cents per home.
How much will you be saving with DIY?
To put it in perspective I offer complete mailing services ranging from 2 to 4 cents per home for shared mail and 26 to 40 cents per home for postcards but of course I do everything for you.
Another Alternative: The Hybrid Model
One more cost saving option is for you to hire someone like me to take care of the planning, design, writing the sales copy and printing of your postcard. Then I hand over the postcards to you and you mail them through EDDM when you want and at whatever quantity you want. So you can do one big mailing or break it up into smaller mailings over a period of time.
My offer to you...
If you are not sure what is right for you or have more questions I would be more than happy to offer you a free consultation where we can talk a bit about your business and marketing objectives and I can answer your questions or give you some options.
Just click here to view my calendar and schedule some time to talk.
Luis Amato has been known to talk business owners ears off when it comes to marketing and advertising! After having helped more than 150 small businesses both in Atlanta and around the US, Luis has learned a thing or two about marketing. If you would like to learn more about direct mail and online marketing for your business he can be reached at 678-310-5367.