Out of all of the marketing channels you could invest in, why would anyone want to invest in direct mail?
The short answer is…it works!
Many local businesses still experience a lot of success through this method of advertising.
Now more than ever the digital world has become so cluttered with companies trying to sell people on anything and everything, many potential customers/clients/patients have started to ignore the marketing tactics and banner ads altogether (also known as ‘banner blindness’).
For existing clients, direct mail advertising can be a great way to send reminders, acknowledge them on special occasions, or send them sales and VIP offers.
If you’re looking to multiply your profits through Direct Mail, here our Our Top 5 Recommended Direct Mail Tips:
Recognize Your Existing Customer’s Milestones–As soon as you obtain a new customer/client you should gather a few important pieces of information that will help you stay connected to them for the long run. They are:
- Birthday month
- Date they became your client
- Milestone of product or service
From there set up reminders for yourself of your staff and get them in the habit of creating a monthly spreadsheet that lists all of your customers in that month who are reaching a milestone. Develop a template for each event (a, b, c above), populate your list, and send.
When your customer receives a postcard or greeting card that recognizes their birthday or anniversary date they will feel good about their relationship with you and your company. If you REALLY want to make an impression, consider sending out a gift with their card (Mailbox Power has a delicious brownie options for example.)
Offer Existing Clients VIP Status–Your current clients and customers are already very important to your business, so why not go full out and create a VIP list?
As a VIP they can receive a special invitation to exclusive company events and sales created just for them. Take advantage of your brand evangelist’s referral power by letting them bring a friend along. Chances are, if you offer them the option to bring or refer a guest, that person is more likely to convert because they will have your client’s recommendation of you.
Become A Fortune Teller–You can’t always predict the needs of your client, but you can use common sense to predict things about a client that will result in them having a need for what you offer.
A great example would be with a roofing company. You wouldn’t want to put a postcard campaign out to a new subdivision because they won’t be looking to replace their roof anytime soon. On the other hand, if you target an older subdivision with the average home being 15 years or older, you’re more likely to capture this target market at the right time with roof replacement being top of mind.
Use a Software Program Like Mailbox Power to Automate This Process–There are several programs that will allow you to design your own cards or provide several templates to choose from. You can upload your customer database electronically and from there the software will automate the process including personalizing the card based on your design, printing, stamping and mailing out.
This strategy should be in every business owners marketing arsenal.
We use Mailbox Power in our company and recommend it to our clients for direct mail of postcards and greeting cards. You can check them out here and see if this tool will work for your business: Mailbox Power.
Track and Record Your ROI–You will want to keep track of how many responses you receive from each Direct mail campaign. It’s important to know which lists convert, including their demographics. This will help shape your future campaigns, improve client communication and messaging and result in your time and money being put into the areas that bring you the most return on investment.
Quick Tip: If your customers already know who you are, consider including an image of yourself. When they see a familiar face of someone they know and trust they will be more inclined to purchase and recommend your company.
We hope you’ve found these tips helpful. Of course if you have any questions please feel free to contact us at 877-978-2110 or email to gordon@thealchemyconsultinggroup.com.
To Your Success!
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