If you are spending most of your marketing budget trying to attract new customers, your direct marketing strategy could use an overhaul. It costs much more to find a new customer than it does to market to people who are already familiar with your company, which is why your direct mail campaign should target existing customers. Using direct mail will help you turn occasional customers into loyal fans who make repeat purchases and give you high-quality referrals.
Offer Extra Perks
Giving your customers extra perks is a great way to distinguish your company from competing brands. If you offer special privileges instead of mailing a one-time coupon, customers are much more likely to remember you. Offer the following perks to reward customers for their loyalty:
- Direct telephone numbers or email addresses for members of your management team
- Reserved parking spaces if they call before visiting your brick-and-mortar location
- Free delivery or setup of new products
- Extended business hours for loyal shoppers
Send Thoughtful Surprises
Many business owners send coupons to customers who have spent a certain amount of money, but your direct mail campaign will have a much bigger impact if you send a thoughtful surprise for no reason at all. Here are a few ideas:
- Send a handwritten note offering a special discount with no restrictions.
- Mail gift cards to your most valuable customers.
- Give customers a sneak peek at the products you will be unveiling at a later date.
Mail Targeted Offers
If you are not already collecting customer data, start doing so right away. The right data will make it easier for you to target your direct mail offers to different groups of customers. If you notice someone buys a particular product frequently, for example, you can mail a coupon specifically for that product or create a campaign promoting complementary products.
Reinforce Your Brand
Most of your customers probably receive several promotional mailings each week. Some of them might even be from your competitors, which is why it is important to reinforce your brand every time you start a new campaign. Use colors, fonts, and other brand elements consistently to ensure customers think of your company every time they need a product or service you provide.
Contact Past Customers
Targeting your most valuable customers is a good tactic, but it shouldn’t be your only strategy. If you haven’t heard from some of your customers in a while, send out a mailing to remind them of what you sell. Include an incentive to visit your store or make a purchase on your e-commerce site.
Many business owners have shied away from direct mail in favor of online marketing, but contacting customers via mail is still a great way to increase loyalty and make more sales. If you are looking for ways to generate revenue and turn your customers into raving fans, tweak your direct marketing campaign to include direct mail promotions.