Direct mail is often referred to as “junk mail” but if it is used properly it is anything but “junk”. The usage of direct mail has been declining for many years brought on by the recession and a shift towards digital media. There may not be a better time to use direct mail as the competition for space in the mailbox as declined and studies have shown that direct mail can be very effective.
To have an effective direct mail program you need to have your market targeted, secure a list which matches your target customers and create a direct mail piece that gets read and acted upon. Direct mail can take on many forms such as postcards, letters, coupons, packages, samples, promotional items, brochures and other marketing materials. Direct mail can be sent to your existing customers and prospects, galleries, collectors, patrons, businesses or other organizations.
Treat direct mail as you would any marketing tool such as advertising, public relations, digital or social media – try different things and see what works for you. Direct mail can complement your uses of these tools especially with your digital marketing efforts.
Here are some things you should consider in using direct mail for your art business: Continue reading