How to Use Direct Mail

By Lanee’ Blunt

Direct mail can help you get leads, sell your products and get repeat business. Small businesses often struggle to get a marketing program. There are many advantages to using direct mail and it can be targeted toward a group of prospects. The message may be personalized and can also be designed as an effective market research tool.

Use direct mail to obtain leads for sales representatives or a telemarketing staff. If you need more leads for your firm you can use a sales letter to generate leads. You can get more qualified leads by using a mailing list. When you need more prospects send out another batch of letters. There will be no cold calling when you call the prospect they will expect to hear from you if you send them a reply card in your package. Most of they time they will check the “call me” box on the card.

Build a customer list
Direct mail can be used to build a customer list who is interested in areas related to your specialty.

Keep in Touch
Direct mail can be used to stay in contact with your customers. You don’t have to be too pushy by asking if they are ready to buy from you, just send them a direct mail package.

B. Charles Ames & James D. Hlavacek; Managerial Marketing for Industrial Firms; Random House


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