Direct Mail Tips For Reaching Your Existing Customers
Direct Mail Tips For Reaching Your Existing Customers
You may think of direct mail as a marketing technique reserved for drawing in new customers or for when you have a sale. But direct mail can be more than that it can be a relationship builder.
You can use direct mail pieces to reach your existing customers to thank them for their business to remind them of a scheduled service like an oil change or teeth cleaning or to sell them products that complement something they already bought.
This is known as relationship marketing. Relationship marketing is a strategy for maintaining growing and improving relationships with customers. This type of marketing is not a onetime deal its a longterm marketing strategy.
Luckily you already know how to do it. The process for creating direct mail pieces to enhance your customer relationships are basically the same as creating them for potential customers. You just need to change your message.
Incentive messages
If you want to keep your customers you should reward them for being loyal to you by sending them direct mail pieces with an incentive. This could be a discount coupon a free item coupon or you could actually send them a free item without any prompting needed. This worked well for Hellmanns mayonnaise company. Hellmanns wanted to keep existing customers so they mailed out vibrant color printing pieces that included a coupon and mayonnaise scraper. They sent these to their target audience: women aged 2544 with children. Approximately 15 percent of coupons were redeemed achieving a 50 percent larger response than initial targets.
Customer satisfaction messages
This is a courtesy checkin message. This is handled easiest with a postcard something that is small and can be scanned quickly. It doesnt have to be text heavy. Just a note to say that you would like to ensure your customers satisfaction and provide a way for customers to give feedback. Include a customer service number and make sure your message clearly states that you are most worried about the customers satisfaction.
We appreciate your business messages
This can be a simple postcard or letter to let them know that you value their business. People like being recognized so recognize your existing customers by sending out a simple thank you. If the customer hasnt bought anything for a while this could be just the ticket to remind them of your business and theyll be more likely to drop in and make a purchase.
Business to business messages
As a side note even though business to consumer is the most common use of direct mail theres no reason not to use direct mail to keep up with your business clients too. For a business you should use a postcard that can be quickly scanned since people are busy at work. Drop a line to ensure that they have no problems with your product.
You can also just say We appreciate your business and leave it at that. This makes them think of you at times when they probably arent. Since business to business direct mail isnt that common youll stand out from their other suppliers.
For comments and inquiries about the article visit: Color Printing
About the writer: Karen Grahams has keen interest in Internet Marketing which began roughly four years ago. Writing has always been her passion. She is continually striving to enhance her interest by developing internet strategies.
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