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Don’t Write Off Direct Mail for your Niche Business

direct mail for targeted niche markets
Have you been wondering if direct mail is worth the investment for your niche business? You wouldn’t be alone. In fact, we get that question all the time. You serve a targeted community of people who are interested in the particular niche you provide, so is direct mail an effective way to reach those people? The simple answer is yes, you can (and should) use direct mail to grow your business.

With today’s economy forcing many small businesses to shrink their advertising dollars, we understand skepticism when talking about direct mail, but it truly is a valuable asset to your marketing plan. Here are a few ways you can maximize your advertising spend with direct mail.

Targeted Direct Mailing List

Direct mail allows you to target as few or as many customers as you like. You can put together a mailing list that is highly specific or more general. As a niche business, this flexibility means you can build fine-tuned targeted mail lists that meets only customers who will be interested in your product. Since your list is likely to be on the small side, you can also stretch your marketing budget further by increasing your frequency to reach customers at the right time. That saves you money and time, while delivering high impact results.

Customer Driven Marketing

Now that you’ve created a highly targeted mailing list for your direct mail campaign, you can craft a unique message to speak directly to those customers. Your direct mail copy can be aligned with the unique needs of your niche customers, and can speak to their specific situation. Since you don’t have to worry about creating messaging that can appeal to ‘the masses’, you can spend your valuable time putting together a killer campaign that drives real traffic and sales to your business.

Niche Market Advantage

One of the greatest advantages of having a niche business is the sense of community within the product or service category your business fulfills. Direct mail can allow you to join and foster that community by aligning your messaging with the core values of the community. That will help you solidify your status as a relevant and respected resource within that community.

Whether your business is a specialty retail store, or the local zoo, direct mail is a great option for your niche. If the idea of running direct mail campaigns still seems a little daunting, start with some research. Check out your competitors or similar niche businesses to get an idea of what’s working, what isn’t, and what you can do to set your business apart.

Need help identifying the specific customers you’re trying to reach? Check out this article to find your business niche.



Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, a subsidiary of Atlanta-based Cox Media Group. With nearly 170 franchises throughout the United States and Canada, The Blue Envelope® delivers savings and value to nearly 40 million households each month.
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