As an online business owner, you have no doubt heard this common phrase: “The money is in the list.” Sure, you may have a super awesome product to sell and you might have a steady stream of traffic to your website but your email list is where your prospects and paying customers are found. These are the people who will likely buy from you in the future.
The same is true of a direct mail list. People who respond to your direct mail campaigns are placed on your prospect list. Those who follow through with a purchase are placed on your customer list. Both of these lists should be cared for and nurtured to encourage future sales.
If you already spend time developing relationships with those on your email list, it’s time to spread out and do some offline marketing using direct mail tactics. What better way to bring awareness to your website!
Here are some other ways email marketing and direct mail marketing are similar:
1. Knowing your audience is vitally important. What does your target market want or need? What problem do they have that you can fix for them? How old are they? What types of jobs do they hold? This is all part of marketing research that you should have done prior to starting your website.
Here’s a simple example of NOT knowing your market: if a lawn care company sends direct mail postcards to an apartment complex with 200 tenants, is that a good use of their money? Of course not! Apartment tenants don’t cut their own grass so there’s no need to market to them.
2. Be creative. Creative copywriting will get more of a response than generic wording. People are constantly spammed with email so your subject line needs to jump out at them, compelling them to open the email and read your message.
Likewise, your direct mail headline has to compel the same type of reaction, that your product or service is something they can’t live without.
3. Add a call to action. Don’t be subtle. Tell your reader exactly what you want them to do next. Subscribe to your online newsletter; visit your website; buy your product. Never be afraid to ask for the sale. If you have truly targeted your audience, then your product or service can help your market and they just need a little push from you to complete the sale.
4. Make a valuable and relevant offer. This relates back to knowing your audience. Sending baby coupons to a list whose kids are in high school will likely backfire but sending a florist coupon to men near Valentine’s Day could be a hit.
Also, be careful with your copywriting when stating the value of a coupon. Is it better to save $50 or 10%? Of course, it depends on the cost of the item but don’t leave your customers guessing. Tell your readers exactly how much they will save in dollars and if you beat the competition, you’ll have more visitors to your website.
5. Deliver what you promise. If you say in your email subject line that a money saving coupon is inside, there better be a link to that coupon, as promised. If you send a direct mail piece promising a certain discounted product, you better have enough in stock to satisfy demand. Good customer service goes a long way to getting good word-of-mouth advertising.
Email marketing and direct mail marketing can easily work in tandem when it comes to building brand awareness for your online business. Just remember that it takes a certain number of exposures before people typically buy, so don’t end either campaign too early.