Mailers – the source of great heartburn for many small business owners. I remember pricing out my first zip code list for a mailer. One of the companies I worked with had decided early on that mailing to a specific zip code was the ticket to getting customers in the door. When I found out how much that little zip code list was going to be I nearly choked on my water. $5,500! That was just for the list of addresses! It didn’t include printing the postcard I was going to mail let alone the postage. Now, I don’t know about you, but considering the fact that most people read their mail by standing over their trash can, I had a hard time swallowing the fact that we’d spend upwards of $8,000 (at least) on a mailer that we didn’t even know would get us business. Ugh!
Mailers are known for being a huge expense and if you’re watching every dime of your marketing dollars and expecting to get the same amount of a return, PLUS some, I would avoid it. Random strangers who receive your sales pitch via a mailer are less likely to purchase from you, period.
Now, if you’re looking to reach your current customer base or looking to create awareness (without worrying about ROI) a mailer is an option. I’m one of those people who flips through my mail quickly as I stand fairly close to my kitchen trash can; however, I can tell you the name of both a local dentist down the street and real estate agent who has sold countless homes in my neighborhood. Why? Because I get a postcard with their name and picture in my mail 2-3 times a month. Have I done business with them yet? No, but I know their names so if I wasn’t connected to a dentist or needed an agent to help me sell my house; I’d remember their name when it came time to need one. Moral of the story – those mailers are for awareness. I’m sure they get some business from those postcards, but I’m sure they’re not seeing their ROI.
Another time in which I’ve seen success in a mailer is for an open house or event to your customer specifically. I don’t know about you, but if I find out a company that I support (and has employees I absolutely love or have a relationship with) is hosting an open house with free food or fun things to do with my kids – I’m there. Raving fans of your company are more likely to respond to a mailer like that than a random stranger. Not to mention the fact that if your customers love you, they’re more likely to tell their friends about you anyway.
Whatever you decided to do, weigh your options and price. ROI is still important and I hate to see small business owners deal with “spender’s remorse” when it comes to their marketing.