Small business owners tackle a range of challenges on the path to growing their business. Implementing a successful marketing plan doesn’t have to be as overwhelming as it may seem.
A recent series of in-depth interviews with business owners revealed that most are focused on stretching their budget, often turning to familiar digital channels perceived to be the most effective use of their marketing dollars.[1] They’re unsure about mail, even though 84% of marketers agree direct mail provides the highest ROI of any channel they use.[2]
Trying mail can be simple. For marketers looking to optimize their messaging and make the most of a tight budget, read through these two helpful steps. And be sure to see what other business owners think about direct mail and how they’ve addressed similar hurdles in our full report.
STEP 1: Determine Your Direct Mail Budget
To keep costs in check, be sure to decide on a budget ahead of time to create clear parameters for a campaign. The following tips can help you manage expectations and maximize your direct mail budget:
Know your target
If possible, have a targeted list of “warm leads” you can start with. Launching a campaign using an internal mailing list will likely be your most inexpensive option. To reach potential consumers who may not already be on your list, explore the benefits of mailing to a local demographic with the Every Door Direct Mail® service, rather than a list.
Design in-house
There are design applications that can make it quick and easy to design a mailpiece yourself, or see if someone on your staff has a graphic design background and could take on the task. Either will save you the cost of contracting a freelance or agency professional. If you have the resources to produce and mail a piece in-house, great. But if it will take anyone off their regular tasks for too long, consider looking for outside help to make it more efficient.
Understand the costs
A thicker, more intricate mailer will cost more to produce and to mail. A postcard is much more affordable, so long as it’s a standard size and not oversized. Be sure to understand what will help your message resonate, without overspending.
The United States Postal Service offers a free Direct Mail Cost Calculator to help estimate the cost of a potential campaign before getting started. This tool can help you see cost differences and explore the potential of your ideal budget.
Look for discounts
Take the time to explore current marketing mail promotions and ways to reduce postage expenses for your mailing. Larger quantities may qualify for bulk discounts, for example. Engaging a mail service provider (MSP) who is an expert in direct mail for help with some or all of your project may help you find efficiencies.
STEP 2: Tap Into Expert Resources
You’re not alone in taking an important step for your business. As mentioned, MSPs are well-versed in all aspects of direct mail, and working with one may in fact be the easiest way to dive into a new direct mail campaign. They can help from start to finish, or with just one aspect, such as mailing. MSPs in particular know how to leverage the promotions and incentives offered by the Postal Service.
There are also automated services offering the latest tech tools to help business owners create and manage campaigns themselves.
Take a look at the range of vendors suggested by USPS to help small business owners find the service or MSP that works best for their needs. You also can turn to us for inspiration for your mailpieces and ideas on the latest ways to integrate mail into your digital efforts. Be sure to bookmark these resources:
Irresistible Mail
Innovations and design inspiration to help you realize the exciting potential of mail
USPS Delivers
Explore more expert insights to help grow your business
Mailing & Printing Services
Third-party direct mail marketing professionals that can help with your campaign
Key Takeaway
For a small business adding direct mail into their marketing mix, it can feel like an uncertain leap. But know that direct mail presents unique opportunities, not the least of which is a healthy ROI. Plus, there’s help to see that success, including a cost calculator tool to maximize budget and trusted specialists to bring your vision to life.
It’s OK to start small to manage your budget and campaign results expectations. By starting slow, you can learn the beauty of mail and dive deeper once you’ve found the balance of budget and results that works for you.
Footnotes
keyboard_arrow_down- [1]“A Small Business Owner’s Guide to Direct & Performance Marketing: Exploratory Learnings to Guide Thought Leadership for USPS and MRM,” Insight by Design, January 2024. arrow_right_alt
- [2]“The 2024 State of Direct Mail Marketing,” Lob. arrow_right_alt
