Start a direct mail campaign
What is direct mail good at?
Direct mail puts a physical piece in the hands of people in a specific place. It is strongest when you want to reach everyone in an area — a neighborhood, a few streets, the blocks around your shop — rather than only people who already know you. It is weaker when your audience is scattered nationally or defined by online behaviour rather than geography.
Most local businesses have a geography problem rather than an awareness problem. The people most likely to become customers live within a few miles, and there is no way to reach all of them online without paying to guess. Mail is the channel where "everyone on these streets" is a thing you can actually buy.
When direct mail fits
- You serve a defined area, and being nearby matters to the customer.
- You want reach that does not depend on someone already following or searching for you.
- Your offer is easy to understand in one glance.
- You can repeat it — one drop is an introduction, repetition is what builds recognition.
When something else fits better
- Your customers are spread across the country with no geographic pattern.
- You need a response in the next 48 hours.
- You are talking to a handful of named people — that is a phone call, not a mailing.
We recommend
If you are not sure whether your audience is a geography or a list, that is exactly the conversation to have with us before you spend anything.