Direct Mail Printing

Video Transcript

"Hi, I'm Mike Mitchell and today I'd like to talk to you about direct mail printing. If you run a small business, very often you're going to want to send advertisements or information to your previous customers or potential customers and one of the most effective ways to do this is through a direct mail printing. Very many word processing programs already have direct mail aspects setup into them and one of the easiest things to do is to combine your word processing program with your customer database. And this will assist you in generating custom direct mails. Now what is a direct mail? Essentially it's a letter or an advertisement that is customized for each individual that is in your customer database. And generally what it looks like is you'll have the letter and it will have something like dear blank, and in this blank from the database, a name will be inserted and when the customer receives this, it looks like they're receiving a personalized letter directly to them and the connection between the customer and you or the company is that much better and the customers will think wow, they sent a letter just to me. Now if you're horribly cynical, you'll believe that almost everybody gets these these days but it really does work. Especially if they have been a customer of yours in the past you can market directly to your past customers and there's a much better rate of return than just distributing these letters to anybody and a lot of people won't have any connection to you so they won't really appreciate the letter or the information in it. At the end, you can have all sorts of other information buried inside the letter that is also pulled from information from the database. Family members, ages, phone numbers and almost anything that you have collected from your customer in the past, you can insert into this and it will be personalized. Also, if your company doesn't have a large database, you can actually purchase pre-made databases with customer information from companies that collect this kind of data. And ultimately your goal is to get this information to a potential customer that will purchase from your company again. And that's how you make a direct mail printing."