1) Community
The most fascinating level of customer bonding is Community—that place where your customers seek each other out to share experiences and group-bond. Recall any sunny weekend when a pack of Harley Davidson owners cruise the roads. You can gear your mail to leverage the community bond: seek testimonials, host forums and blogs, hold events, customer-only open houses, issue member cards, offer branded premiums and freemiums, send newsletters, and for charitable donors, offer public display of their name on your "Wall of Charity". For example, using an automotive owner mailing list, you can target car enthusiasts with invitations to exclusive events and branded merchandise offers, fostering a strong sense of community among your customers.
2) Advocacy
There is no stronger ally than a freshly created customer advocate. They exult in sharing their buyer and user experience. They will recount in their own terms their escalation through four levels of bonding. Now it is time for you to ride the wave with them. Look in your customer database for new customers who have repeat transactions. These customers are your best disciples. Give them opportunities through referral programs, buyer-get-a-buyer, new customer bounty programs. Send them double and triple response devices, referral cards, "for a friend" coupons, and similar viral marketing devices. When targeting a teachers mailing list, you can encourage educators to refer colleagues by offering special discounts and rewards for successful referrals.
3) Loyalty vs. Attachment
Recall the last routine mailing you received from your retailer which included a discount card or coupon urging you to come in soon and take your reward. Now imagine that the mailing included a note of thanks addressed to you, and signed by the store manager, with name and title. Feel the difference? "Loyalty" mailings are designed to drive repeat purchases and increased volumes. But if you want to generate powerful goodwill and a sense of personal attachment, you need to get personal. Utilizing a dentists mailing list, you can send personalized thank you notes and special offers directly from the practice manager, making patients feel valued and appreciated.
By implementing these strategies, you can create a strong sense of community, turn customers into advocates, and foster genuine loyalty and attachment, enhancing your direct mail campaigns' effectiveness.