To draw in new customers or drum up business with established ones, a small-to-medium sized business can't afford to overlook direct-mail marketing. It's affordable, highly targeted and fairly easy to do. A successful mailing must reach the right person, be read by that person and persuade that person to buy something or to be open to receiving a follow-up call from your company.

Mailing regularly to your existing database of customers and prospects is a good way to reactivate accounts, uncover new leads and generate new business from customers. All you need for an in-house mail campaign is a customer or prospect database, postage and enough motivation to get the mail out the door.

Using Direct Mail to generate new accounts will require you building a database by some means (competition entry forms etc) or purchasing a list from a list broker. It is worth noting that unless you’re well versed in the new privacy laws effective as of December 2001, it’s best you buy these details. Reputable list brokers have contact lists that are opt-in and regularly audited- meaning your mail out will not be return-to-sender or bothering people who are unwilling to receive information. Also, with list brokers you’re able to specify the particular people you’re trying to reach (expect to pay around .50c to .80c per name and contact).

The beauty of direct mail is that you never have to waste a lot of money because testing is very easy. You simply mail your initial package to a select group in small numbers. That way, unsuccessful packages don't turn into costly mistakes. Before you mail any big numbers - with their associated big costs - you'll know approximately to what extent your package will draw a response, and also if it will be successful.

If there are any issues or questions you would like addressed in a future info sheet - please email our Marketing Manager, David at david@smartype.com.au . Thanks for reading!