The big worry I know, when it comes to direct marketing is the cost, and yes it is more expensive than an email marketing campaign but there is so much more potential to connect with customers through direct mail marketing. The key is to think of long term results and the impact you can have with your customers, and it’s hard to do that online.
Here are some tips to truly connect with customers using direct mail:
- Emphasize The Product First:
It’s not just about talking about all the great features that your product has to offer. Customers want to know how they will benefit from the product. Will their lives change by buying your product or using your services? In order to reach a customer you need to tell them what’s in it for them, connect with their needs and you will win a customer for life.
- Provide Value:
When you send out direct mail marketing you want to get a response back, right? A great way to get an immediate response is to offer the customer some value. A coupon is a great idea especially if there is an expiration date on it. A sample or a free trial are also great ways of getting a customer to contact you. This will allow you to interact with the customer and show them your winning personality as well as impress them with your services. Customers love money back guarantee offers because it makes them feel safe investing in you.
- Plan How To Wrangle Up Some Customers:
You should always have a plan set in stone before sending out any promotions. There is information that you need to collect together to send out the best material.
Determine who your customers are, what kind of people are purchasing from you or your competitors. Next find out how often your customers purchase your product or service. How much are your customers spending on your service or product?
You need to have this information available to you before you send out materials so that you have a good idea what customers are really looking for and the value they want.
- Design Top Notch Materials:
There are plenty of choices when it comes to what kind of material to send out: flyers, brochures, postcards, greeting cards, but the key is to make whatever material you choose stand out. People get a lot of junk mail, so the material you send out really needs to POP! A unique idea would be to send out letters as they are more distinguished and wouldn’t generally get tossed out with the junk mail. Add some of that POP! by signing the letter in blue ink to make that impact.
5. Always Follow Up:
I can’t stress how important it is to follow up on whatever material you send out. You don’t want to go to the expense of a campaign and then drop the ball at the end. Follow up with customers as much as you can through email or a phone call. It doesn’t matter if you sent out hundreds of pieces, contacting customers always pays off in the end. Statistics show that customers have to be contacted in one way or another over three times before they make a commitment to purchasing a service or product.
Marketing is constantly evolving and you don’t want to be left behind by the competition. You need to have a variety of strategies under your belt and always staying connected to your customers is key for long term success.