Cheapest Direct Mail Marketing: Cost-Effective Strategies

By Lee Garvey

If you’re reading this, you probably are intrigued at the possibilities of direct mail marketing and how it can cut through the digital noise. But you’re also watching every dollar – as a small business, you’ve got to do that. The question you almost certainly have is, what is the cheapest direct mail marketing, and is it worth it?

It’s important to be careful with the word “cheap.” You don’t want to come off that way to your potential customers. But there is a way to be savvy with your direct mail dollars while putting something in your prospect’s hands that looks like a million bucks.

This article will guide you through cost-effective direct mail strategies. You’ll discover how to leverage the power of physical mail without breaking the bank, learn the secrets of targeting the right audience, and explore innovative ways to maximize your return on investment.

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The Power of Direct Mail in Modern Marketing

First, we need to reinforce why direct mail is so vital in an era where digital marketing dominates. Fundamentally, it’s a way to cut through the ear-splitting cacophony of online advertising. tangible and personal. Lee Garvey, founder and CEO of Click2Mail, points out a crucial difference between email and direct mail when it comes to customer acquisition.

“People will open an email from a company they do business with – they will not open an email from a new company, because to them it’s spam,” says Lee Garvey, founder and CEO of Click2Mail.

Direct mail is different. A postcard, for example, has a 100% open rate. The message is there on the cover, received by the prospect as soon as they check their mail.

Unlike emails that might get lost in crowded inboxes or spam folders, physical mail has a higher chance of being seen and opened. Studies show that direct mail has an open rate of 80-90%, compared to just 20-30% for email. These studies also show that direct mail leaves a more lasting impression than emails.

The list of ways that direct mail is superior to email is nearly endless – except for one thing: the cost. Emails are free, direct mail is not – hence the reason you came looking for information on the cheapest direct mail campaigns. What you want to know is, is it possible to enjoy all these benefits at a low cost?

The answer is yes — it’s a lot less expensive than you think.

The Surprising Affordability of Direct Mail Marketing

When you hear “direct mail marketing,” you might immediately think of large-scale, expensive campaigns that are out of reach for small businesses or those on a tight budget. However, the reality is that direct mail can be much more affordable than you might expect.

Let’s break down the costs with a simple example:

Imagine you want to send out 50 postcards to a targeted list of prospects. Using a service like Click2Mail, you can accomplish this for around $30. Yes, you read that right – just $30 for a complete direct mail campaign that takes minutes to launch if you’ve already got a design and a list.

The cost includes printing, postage, and handling. There’s no need for minimum order quantities or complex setups.

This level of affordability and simplicity makes direct mail marketing accessible to businesses of all sizes. Whether you’re a solo entrepreneur testing the waters or a small business owner looking to expand your reach, direct mail can fit into your marketing budget more easily than you might have thought.

But there’s more to saving money on direct mail marketing than the cost of the direct mail campaign itself – by implementing a few strategies, you can ensure that every piece of mail that goes out has maximum impact, so you can send fewer pieces of mail while getting more results.

Targeting the Right Audience: The Foundation of Cost-Effective Direct Mail

The success of any direct mail campaign hinges on reaching the right audience. You need to invest in a quality mailing list – otherwise, you’re paying for mailpieces to go to people who will never buy to you.

Here’s why targeting is crucial:

• Reduced Waste: By sending mail only to potential customers, you minimize the number of uninterested recipients, saving on printing and postage costs.
• Improved Response Rates: When your message reaches the right audience, you’re more likely to see higher engagement and conversion rates.
• Enhanced ROI: Targeted campaigns often yield better returns on investment, as resources are focused on the most promising prospects.

The great thing about modern lists is that there are endless ways to chop it up.

“If you want the wealth of the households to be a determining factor, you can do that,” Lee says.

This level of customization allows businesses to fine-tune their targeting based on various demographic factors, ensuring that each campaign reaches the most relevant audience possible.

Cost-Saving Strategies for Direct Mail Campaigns

Once you’ve settled on a list, it’s time to fine-tune the direct mail campaign itself. Here are some proven methods to reduce costs without compromising on quality.

Choosing Economical Mail Formats

Selecting the right mail format can significantly impact your campaign’s cost. Carly Brown recommends considering smaller, more economical options, like 4.25×6 and 3.5×5 postcard formats.

“They’re very inexpensive,” she says.

Leveraging EDDM (Every Door Direct Mail)

Every Door Direct Mail is a service offered by the USPS that allows you to target specific neighborhoods without needing individual addresses. While it can get you the most bang for your buck, they should only be used by certain types of businesses.

“You can send EDDM and eliminate a lot of the cost of direct mail, but you’d better be sure that everyone on that route wants your product,” Carly says.

If you’re a new pizzeria opening in the neighborhood, EDDM is a great option – just about everyone likes pizza, after all. If you’re a landscaping service and there’s a bunch of apartment buildings in your neighborhood? Well, now you’ve paid for a thousand mailpieces advertising lawncare to people renting apartments.

Optimizing Print Design

While color printing can be eye-catching, it’s not always necessary:

• Consider black and white printing for text-heavy materials
• Use strategic text formatting or iconography to draw attention to key elements
• Focus on compelling content and clear messaging to engage readers

Bulk Mailing Options

Taking advantage of bulk mailing rates can lead to significant savings:

• Look into USPS bulk mail options
• Consider consolidating multiple smaller mailings into larger batches
• Balance the cost savings of bulk rates against the timeliness of your message

These are just a few strategies to consider. Remember, the key is to find the right balance between cost-saving measures and maintaining the quality and effectiveness of your message.

Cheapest Direct Mail Marketing Mistakes to Avoid

Saving money is fine, but when it comes to direct mail marketing, Lee has one piece of advice: “Don’t be cheap.”

In direct mail marketing, the quality of your mailer directly reflects your business’s perceived value. While cost-effectiveness is important, “cheap” should never describe your mailer’s appearance.

Consider a real estate agent selling multi-million dollar properties. As Carly notes, “If you are buying and selling high-end properties, do not try to send people a cheap-looking postcard.” This principle applies across all industries – your direct mail should mirror the quality of your offering.

This doesn’t mean overspending, but investing wisely in your mailer’s quality. A well-designed, professionally printed piece sends a positive message about your brand before the content is even read.

Here’s a few examples of what that means:

• High-end salons should use luxurious, sophisticated designs
• Gourmet food services should include high-quality food images
• Tech startups should aim for sleek, modern aesthetics
• Even budget-friendly services should show attention to detail

“Car dealerships are not sending you the cheapest, ugliest mailpiece,” Carly points out.

Balance cost and quality by finding a sweet spot where your mailer looks professional while remaining cost-effective. This might mean choosing slightly better paper, investing in professional design, or opting for higher-quality printing.

Using Data to Make Your Direct Mail Campaign More Efficient

Lowering the cost of your direct mail campaign doesn’t end when the letters are sent. Measuring performance and continuously refining your approach is crucial for improving campaign efficiency.

Implement robust tracking methods to gauge the effectiveness of your campaigns:

• Use unique promo codes or QR codes in your mailers to track responses.
• Set up dedicated landing pages or phone numbers for each campaign.
• Utilize Click2Mail’s tracking features to monitor delivery and response rates.

Regularly analyze your campaign data to identify trends and areas for improvement. Look at metrics such as response rates, conversion rates, and return on investment. This analysis will help you understand which aspects of your campaigns are working well and which need adjustment – which will allow you to identify and eliminate waste.

Launch an Inexpensive Direct Mail Campaign Today With Click2Mail

Got a postcard idea and a list? You could send it off to your prospects today in just a few minutes with Click2Mail – and save a lot of money in the process.

Click2Mail offers everything you need to get started:

• Choose from a variety of formats, from postcards to brochures
• Select the right option for your needs: personal, business, or marketing
• Utilize our cloud-based automation tools to streamline your process
• Get help with professional design if needed
• Estimate costs easily to fit your budget
• Target your audience precisely with our mailing list services

Whether you’re sending a simple postcard or a comprehensive marketing package, Click2Mail has the tools and expertise to help you reach your audience effectively. Visit Click2Mail.com or contact us to begin crafting your impactful direct mail campaign!