Direct mail advertising as well as email marketing via email newsletters and/or email blasts works to build customer loyalty. It’s an easy and effective way to stay in contact with your customers and tell them they are important. Research shows that 68% of customers that don’t return to a company say that the company never contacted them, was indifferent, or had a poor attitude. Here are some things to remember:
1. Think Fast! Remember, when doing a mailer, you have 6 seconds to get someone to open the piece. Once opened you have 11 seconds to get them to read it.
2. Ditch the Sales Pitch. Don't try to close sales directly from your postcard or email. You don't have enough space to provide all the information most prospects need to make a buying decision. Instead, use this opportunity to generate sales inquiries.
3. Motivate. Begin by briefly stating the major benefit(s) you offer. Then use the remainder of your postcard/mailer to motivate readers to get more information from a source where you can close sales, such as at your web site or from a phone number they can call.
4. Get Right to the Point. Postcards are delivered "ready to read". Take advantage of this. Get right to the point to capture the reader's attention immediately. This makes it difficult for prospects to avoid reading your postcard - especially if your entire message is brief and easy to read.
5. Watch Your Timing. Send your postcards, mailers and emails so they arrive on Tuesday or Wednesday. The volume of mail delivered in the US on those days is usually the lightest and your postcards won't have to compete with a lot of other mail delivered at the same time. Try to avoid having your postcards delivered on Monday. It's usually the biggest mail delivery day of the week and a very busy day for most people. The same goes for email marketing, avoid Monday and Friday. Most people have a very full inbox on Monday making it easier for your email to get lost in a sea of other emails. By Friday, most people are just trying to hurry and finish up before the weekend, making it less likely that your email will actually be read.
A final note, make sure your employees understand and reflect your message and brand and are familiar with your direct mail and email marketing campaigns.
As always, we are here to help with any of your marketing campaigns. Contact us for help with your email or direct mail marketing projects!
