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How direct mail can be an efficient marketing tool

Many small business owners often assume that direct mail is a relatively expensive marketing options, but through the use of mailing software and address correction programs, the channel can be an extremely cost-effective way to reach new customers.

That being said, an online presence is necessary, but marketers should leverage print or offline channels to first pique prospects' interest and incite them to visit a website or Facebook page for further information.

"Efficiency is the name of the game, as is building upon your already existing assets," points out Globe and Mail contributor Gary Lipovetsky. "Wherever possible, use marketing to direct customers back to your website, collateral and marketing materials through cross-promotion and similar strategies"

With small businesses preparing to boost their marketing budgets in coming months, it has never been more important to implement a far-reaching, cross-channel promotional strategy.