How Small Businesses in Welland Can Win with Direct Mail

In the age of digital marketing, a growing number of small entrepreneurs are turning to old-school tactics to safeguard their futures. Although internet advertising works in most other instances repetitive messages can become over-saturated and ignored. That’s why more and more local entrepreneurs are returning to old-school tactics like direct mail. Whether you’re debuting a new product, providing a seasonal discount, or remaining top-of-mind, direct mail can generate durable impressions. One clear example of this comeback is in the flourishing use of print ad in Kingston, which has proved to be a measurable source of results for small enterprises that employed personalized mail campaign on a geographical level.

Direct mail in Welland – Print mail away from the content saturation By 55printing Posted on 05/24/2017 For those who are trying to get their business noticed, consider using direct mail in Welland to break through the online clutter and reach your audience on a personal level. Almost 44% of Canadians find print advertising less intrusive than digital ads According to a study conducted by the Canada Post Corporation, 74% of Canadians say they pay attention to advertising content in direct mail, significantly higher than that of all other channels. And 85% of Canadians look at their mail the day it arrives. That kind of sustained investment pays off for Welland businesses, especially when messages are targeted and pertinent, he said.

Direct mail is particularly effective in smaller centres like Welland, and selling ads at the community level can often be more effective than ads sold at the national level. Welland’s population is fairly close-knit, so mail messages can help establish that personal connection with potential customers. As the marketing message becomes increasing tailored to the local market, it can find more local angles, touch points with local events and tie-ins with local seasonal inspirations for purchase.

One of the factors that has helped print advertising in Kingston remain so successful is the way that it has been able to combine modern targeting capabilities with the formats that have stood the test of time. Today’s businesses can employ demographic information like income brackets, age groups, homeowner status, and postal code breakdowns in order to pinpoint their direct mail campaigns. It is with these same tactics that can positively affect the economy here in Welland where business men and women need to "maximize the mininum" and also harness down who should truly be the recipients of whatever their message is. This technique cuts down on waste and increases conversions, which means better ROI for your campaign.

Cost is often a top concern for small business owners, but direct mail is both cost effective and flexible. Indeed, direct mail has a median ROI of 29%, second only to email marketing, according to research. Postcards, brochures and flyers can be created and posted for a low cost to mass numbers of people — especially when you use bulk mailing services. For Welland-based businesses that have a constraint marketing budget, this presents a great opportunity to trigger the opportunity of making a profit out of the minimum input.

Physicality is another big pro in favor of direct mail. Where a digital ad can be closed or skipped in seconds, a piece of mail has to be held and opened. It lives on a desk, fridge or counter, where it might get seen many times. So a few extra impressions when it comes to exposures can further amplify brand recall. In a study by MarketReach UK recipients spend 33% longer perusing direct mail than digital channels. They are more likely to remember what they read, meaning future purchasing decisions are more likely to be swayed by the printed material they have read.

“For new businesses and those that want to ramp up their campaigns in Welland, the design and message should be consistent.” The finish of your direct mail should match your brand’s look and feel and should explain your offer succinctly. It should include attractive visuals, impactful headlines and a call to action. For added impact, many companies these days are using direct mail in conjunction with digital marketing. For example, a QR code or URL can be added to a postcard to make it easy for recipients to move from the physical to the digital domain. This incorporation has been one of the most effective prerequisites of the effectiveness of print advertisement in Kingston as businesses creat the synergy between online and offline strengths.

You should also monitor performance as part of your campaign. Modern direct mail strategies might include personalized URLs, phone numbers, or promo codes, enabling businesses to measure the response to a campaign — and compare it with how many people printed out a version of the piece, plus stamped and mailed it decades ago. These observations allow advertisers to hone future campaigns, experiment with different messages or offers and drive more return on investment. When integrated with CRM (Customer Relationship Management) systems, in fact, direct mail can be part of a long-term engagement programme to incentivise customer retention and loyalty.

There is also something to be said for the psychological impact of physical mail. Studies via neuroscience have shown that printed marketing makes a stronger emotional impact and is more memorable than digital! A study conducted for Canada Post found that the areas of the brain responsible for long-term memory and emotional response are 17 per cent more active while processing direct mail than digital media. For Welland businesses you have to rely on building trust and credibility, this slight edge can be a game changer.

In short, the effectiveness of print advertising in Kingston serves as a shining example that direct mail still packs real marketing punch. For Welland small business, it stands as one of the most efficient, cost effective, and targeted to set you apart in the local population and to engage long-term customer relationships. Although digital marketing is necessary, and you should be doing it, when you add traditional strategies that are still successful such as direct mail it can give you a bit of an edge with results and local SEO improvements.