Marketing Your Home-Based Business: Direct Mail

The fourth way you can market your home-based business is with direct mail, which can be a cost-effective way to reach customers. Direct mail works best if you have a targeted area that you want to reach. For example, my community swimming pool uses direct mail to advertise its memberships each spring to specific area locations.


Map out which areas you want to target. Many times, you can do the direct mailing yourself by contacting your city or county zoning or residential offices for mailing addresses. Some online companies offer this service for a fee, while some localities do not charge residents for providing an emailed list of addresses.

Invest in a mailing label program. Depending on how frequently you want to do direct mailings, you might want to consider investing in a program that will allow you to update addresses and manipulate data. While word-processing programs like Microsoft Office have a mailing label component, that software might not be robust enough for your purposes.

Develop a direct-mail plan. You might start off with a postcard mailing, followed up with a brochure or sample newsletter. Figure out what you want to accomplish with the mailings and plan accordingly.

Consider hiring a professional designer or copywriter to work on the presentation of the pieces. You might be able to barter for the work. Most local printers have on-site designers or a list of recommended freelancers.

Check out on-demand online printing. If money is tight, go to online printing companies, such as VistaPrint.com, which have attractive design templates for postcards, brochures, newsletters, etc. Pick the design best suited to your business, insert your copy and contact information, and presto! You’ve got a professional-looking direct-mail piece delivered right to your door for a low cost.

Don’t forget to drop by your local post office if you have any questions about how to mail your pieces. If you want to mail them anyway but using first class postage, you might need a special permit.

Direct mail can be an effective and attractive way to reach potential customers. Look into how you can use direct mail today.

Until next time,

Sarah