Customer retention and the impact of Direct Mail
The goal of a direct mail campaign is to build solid long-term relationships with your audience while testing the appeal of your product and/or service offering. You will also be providing your customers with helpful information that they can share with others, potentially attracting even more customers.
A well-structured marketing campaign should build and increase awareness of your business and customer touch points, and hopefully see a trend in increased sales. However, when it comes to planning, it is very important to be aware of the challenges and benefits so you are communicating effectively with your customers.
Getting the most from your direct mail campaign
Having an effective direct mail and marketing campaign is a great way to communicate with your customers.
By taking the time to research your existing customer base, you can better understand their wants and needs. This will allow you to focus on a certain product or service, as well as target customers based on past behaviour or purchase history. This research will help provide you with a full understanding of what your customer will respond to best when it comes to what you offer.
Entice both current and lapsed customers
A direct mail campaign is a great opportunity to not only entice your current customers, but also encourage any that may have lapsed. Sending out updates about your product or service, a special offer or discount, or information about an upcoming sale, can be a great way to convert those who have lost interest.
Establish loyalty
To retain customers, building loyalty is key. Direct mail is a great way to build this. You can create promotions that are designed solely for your loyal customer base. This can be done in a number of ways. Send a card or postcard on a birthday or anniversary, a customised discount offer, or invitations to exclusive opportunities like a pre-sale to established customers.
Establish a new customer base
A direct mail campaign can help you introduce a new product or service that potential customers may find helpful. It is also a great way to clear out your inventory of any items you intend to discontinue. If you are going to provide a significant discount on products, who better to inform than customers?
Receive direct feedback on your product, service and sales performance
A direct mail marketing campaign can provide some very useful feedback. Test new and current markets while comparing them to current sales figures. By monitoring the results of each mail out, you will have valuable information that will help you create even more effective marketing campaigns in the future.
If you would like to find out how First Class Consulting & Mailing can assist you in implementing a cost effective direct mail campaign to your customers, please call us on 03 9553 2888 or visit our website www.fccm.com.au