On May 11, 2009 the cost of postage is going up here in the United States. A first class letter goes up from 42 to 44 cents. A postcard goes up from 27 cents to 28 cents.
This may not sound like a lot of money. However, if you are sending out thousands of mailers, and you do it regularly, the cost adds up fast.
What to do about it? Get smarter about about your direct marketing.
Over at the Small Business Marketing Guide, a new blog for do-it-yourself marketing strategies, I wrote some tips for how to do direct marketing without spending a fortune. These days it’s about targeting your efforts — think laser beam instead of buckshot. It also is about building a quality list — not necessarily a huge list, but one that is very targeted and receptive to you. Here are a few of the specific tips for how to be smarter and better at direct marketing:
- Build Digital Flypaper. Create a landing page and some free tips and treats for your ideal customers to feast on. Have this ready BEFORE you start attracting your list. For added targeting and punch, create different pages for different groups so that prospects can segment and profile themselves as they grab your goodies. For free landing page templates, Invesp Consulting has two you can download. Or go for a custom landing page.
- Go friend hunting. Identify where your ideal customer hangs out both in real life and digitally. This could be social sites such as Twitter.com and Facebook. It could be a popular blog. It could be a popular coffee house. Whatever it is, go there and interact with them. Your objective is to build credibility and show that you are worth “following” and listening to.
It’s a fairly detailed and lengthy article — and I got some input on it from an expert, Ivana Taylor of DIY Marketers. So check it out — and add your 2 cents … er whatever.