In this day and age of small business marketing everyone seems to be focused on digital and social marketing techniques in order to reach a larger number of people for a much lower cost. While this can be an effective way to extend your brands reach, mail marketing, if done correctly, can be a much more effective way of reaching potential customers. Here’s why postal mail marketing is not dead!
I recently received, in the mail, a small package from DIY website builder, Jimdo. In this package was a hand written note, a small Jimdo screen cleaner and a mini pack of gummi bears. Check out my video about this here, or watch below to see why this package had successful effects on me and why I’ll remember them much differently than the other providers in their category.
I’ve recently heard a lot of stories about other companies who’ve achieved great success with mail marketing campaigns. The guys at Iron Tribe Fitness shared the success they had with a mail marketing campaign to potential customers at a recent event we held on NYC. As Forrest Walden, CEO and Founder, noted to the group, “you have to find a creative way to get past all the ‘junk mail’ so they open your package”. Iron Tribe did this by sending a small mailer that included a spy glass with it’s marketing information. The fact that the recipient knew the package contained something moved it immediately to the ‘must open – I’m intrigued’ pile and the response they received was huge.
As Seth Godin said at another recent event in NYC, “Be Weird!”. Effective business marketing is sometimes about being weird and thinking outside of the box to come up with something creative that ‘sticks’ with whomever you are marketing to. Ultimately what you are trying to achieve is being that one company that they think about when they are ready to make a purchase. Mail marketing can have that effect – so don’t bury it just yet!