In the digital age, you might think that direct mail would be a thing of the past, but it’s still one of the most effective ways to stay in touch with your customers and potential customers. Direct mail doesn’t always have to involve high-pressure sales either. This form of marketing is ideal for staying top-of-mind with potential customers who aren’t ready to buy yet or welcoming new hires with special perks and offers.
Musts for Direct Mail Marketing
If you own your own business, you know that customer relationships are everything, and direct mail is one way to maintain these connections. Here are seven direct mail strategies you can use to keep your customer relationships strong and healthy without spending too much money:
1. Solidify Your Target Audience
Knowing your target audience will help you craft a more effective direct mail campaign as you tailor your product or service offerings to fit their needs. But, first, spend some time getting to know them and understanding their problems. For example, if you own a physical therapy clinic, determine which demographics make up your ideal clientele, as well as their age range and their location.
Refining your target audience to your ideal customer will help you ensure your mail reaches those who will benefit from it most. While it might be tempting to go after as broad an audience as possible, it’s more cost-effective and better for customer relationships to focus on a smaller group that’s easy to manage and keep satisfied.
2. Know the Return on Investment
The purpose of any direct mail campaign is to motivate your customers to take action. While it can be tough to gauge whether or not a particular campaign is successful, you must know which direct mail strategies are generating results for your business. For example, if you don’t track ROI for your postcard retargeting, you may be wasting time and money by implementing unsuccessful marketing tactics. By researching and tracking the ROI before and during campaigns, you’ll know how to improve your next round of direct mail efforts.
3. Create Personalized Messages
Every piece of direct mail you send should be customized. Every time you send a piece, do it with something in mind that pertains to your recipient. A good way to do that is to connect your message with what they already receive.
For example, if they’re subscribed to industry-related magazines, include relevant articles about your product or service. If you have customer newsletters, incorporate information from those into your letter, so they feel special for being on your list. You can also insert short notes along with an invoice, so customers know there are real people behind every piece of correspondence sent out by your company.
4. Include Urgency
Adding a sense of Urgency to each piece of direct mail is an essential tactic for successful marketing. Add a note in the mailer to make customers feel like there is Urgency in their taking action. For example, consider including a CTA like, “We want to ensure we don’t lose you as a valued customer. Call us before Friday, and we will credit your account $25 for your next purchase.” This element of Urgency creates a need to take action because customers want to avoid missing out on that $25 credit.
5. Send Special Offers
You can also improve customer relations by sending a special offer to a small segment of your customers. Let them know that they are receiving a discount because you appreciate their loyalty and business. If possible, provide specific details about why you chose them. This is also an effective way to reach out to past customers who have been dormant for some time.
6. Tie in Storytelling
Using storytelling as a marketing tactic will encourage customers to read your direct mail. Do this by writing your customers a personal letter that’s conversational and full of emotional information that will help humanize your brand. With the right story, you’ll be able to make your customers feel special through stories about other people who have benefited from your products or services.
7. Try Something New
At some point, your current direct mail marketing may fall flat. Instead of doing more of what you already know isn’t working, try something new to help reignite excitement in your business. Perhaps, instead of mailing an advertisement, send a complimentary gift basket. While this still serves as an advertisement, the change in delivery method will make the recipient more eager to open the package.
Don’t give up on direct mail as a form of marketing. With the right strategy, you’ll be sure to keep your customers in the loop and form stronger bonds than ever before.
