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Research is critical in developing a direct mail strategy
While direct mail is often leveraged as a marketing strategy for large businesses, retail chains and franchises, few small businesses and entrepreneurs recognize how valuable the strategy can be in spreading brand awareness and reaching new customers.
With consumer confidence having taken a hit recently, according to the most recent report from the Conference Board, small firms need to make the most of their sales leads.
That means narrowing down targets in an efficient and cost-cutting manners with the help of address validation and mailing software, and it means developing mail materials that will turn the heads of consumers.
For businesses that are new to direct mail or marketing in general, it's critical to understand the value of market research, case studies and past experiences in developing new strategies. Going blind into a direct mail strategy is essentially a waste of money, so pay attention to sales and demographic data to inform the scope and style of a campaign.
"Direct mail marketing has been around for many, many years, and thousands of companies have made a lot of money," writes John Sternal for the blog Understanding Marketing. "Before you do any direct mail marketing, you should study what has worked and what has not."
