While direct mail is a proven way to access more potential customers and drive traffic to your business’ website, you need to have a plan for success. Like any form of advertisement media, your mail materials must possess sufficient attractiveness to draw attention. Otherwise, it may be tossed into the recycling bin or trashcan as soon as it’s received. The article below provides six strategies to enhance your campaign and increase customer response.
1. Provide salient details: When printing your advertisements, bulleted lists of your most important services, features, and guarantees should be prominently featured. No matter what your service or product, contextual information is also important. For example, in addition to your business messaging, include statistics about local demand for your product.
2. Personalize your message: Individuals generally respond favorably to the sight of their name. Beyond the standard address block, include your potential client’s name within the text. This can be effective when prospecting new client markets, but it can also be used with existing customers. Sending them a personalized promotion to encourage their business is a fantastic concept. A promotion sent to customers that targets their previous purchase history will draw repeat business.
3. Focus your customer range: Don’t just send your materials to every house or business in the city. Make use of demographics and research-driven mailing lists. Individuals who have a need for your product or service are naturally more inclined to pay attention to your message. For example, if you sell discounted building supplies and furnishing materials, your niche market will be individuals who work in this industry or complete projects on their own property.
4. Attach something useful and permanent: In addition to your company messaging, include something small, useful, and permanent. This could be a magnet, bookmark, or post-it notes with your company logo and information prominently featured. It could also be something relevant to the community and your niche market, such as community events schedules or junior league sports schedules.
5. Offer an incentive: Offer your potential customers a promotional code for a discount or a specific combination of services or goods. This could be anything your company offers, so don’t be afraid to be creative. Another positive feature of providing an incentive to new customers is the ability to gauge response. On your direct mail, the promotional code may be tailored to a specific type of household or location. When they redeem their incentive, this allows you to track the activity.
6. Follow up with e-mail: After you’ve made the initial contact, integrate direct mail with the Internet by sending a follow-up e-mail. This reinforces your messaging, reminds customers of special promotions they may want, and can be used to further personalize contact in a respectful manner. Alternatively, you can also lead with an e-mail message to notify potential customers they can expect mail with special promotions.
Don’t be afraid to use mail as a tool in your business toolbox. It can be surprisingly effective when engaging niche markets or previously untapped client bases. However, be wise with your dollars and ensure success by streamlining your printing campaign.
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