Why Direct Mail Can Still Fit into Your Small Business Strategy

For small businesses, reaching local customers often means finding a suitable combo of digital and traditional marketing. Direct mail can be a valuable part of the marketing mix, offering a tangible, personal way to connect with customers, helping small businesses stand out, reach local audiences, promote special offers, and stay top of mind.

In this post, we outline how small businesses can incorporate direct mail into their marketing strategy. We cover:

• Why direct mail still matters for small businesses
• How small businesses can use direct mail effectively
• Types of direct mail opportunities small businesses can implement

Why direct mail still matters for small businesses

Direct mail is still a valuable tool for small businesses because it offers a tangible connection with customers that digital marketing can’t always replicate.

Email inboxes are often overflowing, and consumers can be exposed to a high volume of digital ads in a day. Physical mailboxes, on the other hand, typically see far fewer ads, giving direct mail a better chance to stand out and capture attention. In fact, 95% of people read their physical mail, and businesses can see a response rate five to nine times higher with direct mail ads than other advertising channels.

Direct mail delivers an ad directly to a consumer’s mailbox without requiring the type of opt-in associated with email marketing. And unlike a social media post, which can quickly disappear or move down a social feed, or an email that can get buried in an inbox, printed mail can remain visible after it is received A printed ad may end up on the kitchen counter, desk, or fridge for days or even weeks, giving small businesses more opportunities to stay visible and top of mind with local customers.

Physical mail can also support trust and brand recall by creating a more tangible, memorable experience. Unlike digital ads, which can be quickly scrolled past, direct mail gives consumers something that they can see, touch, and interact with, making a brand feel more tangible and personal.

How can small businesses use direct mail effectively?

An advantage of direct mail is its ability to make marketing more local and personal. Small businesses can target local customers based on where they live while also tailoring the message or offer to make each piece of mail relevant.

Targeting specific local areas

Direct mail allows small businesses to reach customers in specific neighbourhoods, postal codes, or within a defined service area. This can be particularly useful for promoting grand openings, location-specific deals or offers, or services within a certain radius. Small businesses can also focus their outgoing mail on neighbourhoods that align with their target audience or use direct mail to reach and build awareness in new markets.

Personalizing direct mail

Personalizing direct mail can make it feel more relevant and encourage customers to take action. Personalization opportunities can include:

• Using the recipient’s name or referencing their local neighbourhood, community, or local store
• Segmenting mailing lists based on whether recipients are new or loyal customers, or on their past buying habits
• Referencing a customer’s past purchases or services used
• Including unique promo codes, making it easier to track which offers generate responses

Types of direct mail opportunities

Small businesses can use direct mail in several ways to connect with local customers and promote their products or services. Some examples include:

• Folded self-mailers, which can feature coupons, promotions, or other offers
• Promotional postcards, which can offer a cost-effective way to share discounts, promo codes, or QR codes
• New customer offers, such as welcome offers or discounts to encourage new customers to make a purchase
• Grand opening or local event promotions, such as invitations or special offers to drive awareness and foot traffic to a new location or an upcoming event
• Seasonal reminders for services such as lawn care, HVAC maintenance, or spring cleaning
• Free assessments or estimates, depending on the services offered
• Holiday greeting cards, which can help businesses stay connected without making a hard sales pitch

The UPS Store’s Small Business Solutions

At The UPS Store, we offer Small Business Solutions, including professional printing services that can help small business owners create materials for direct mail campaigns, from postcards and flyers to brochures and other promotional materials. Find a location near you to create professional printed materials that can help your small business stand out and connect with local customers.