TIP 1: Generate Awareness with Direct Mail
The first step to customer loyalty, according to Richard Cross and Janet Smith, is generating simple awareness of your offering. While broad-based media are often the first resort for generating awareness, the value of direct marketing cannot be underplayed, especially if your product is not a common fit for the masses. Direct mail brings your story to the targeted buyer more efficiently. For example, using a nurses mailing list can help you reach healthcare professionals who might not be reached through broader media channels. Look at the devices within your mailing that can educate your prospect and push them to respond to you.
TIP 2: Craft Effective Envelope Teasers
Envelope teasers have two goals, and if you are smart, you achieve both:
- Get the envelope opened.
- Set up the premise of the offer.
Yelling "fire" in a movie theater will empty the theater. But the exclamation has a lot more punch if there really is a fire. Envelope teasers work the same way. If a reader is agreeable enough to open your kit, reward them with a meaningful message inside. For example, targeting an insurance agents mailing list with compelling teasers can improve open rates and engagement.
TIP 3: Revisit the Value of Hard Copy Thank You Notes
Our email inboxes are so full with sales pitches, confirmations, solicitations, and related messages that a simple email thank you note is pretty much buried. Now is the time to revisit the value of hard copy, solo, in-the-mail thank you notes and letters. Relationship building is based on perceived effort, and your customers will know the difference. This can be especially impactful when using a dentists mailing list to send personalized thank you notes to your clients.
TIP 4: Elevate Your Catalogs' Priority
Check your kitchen table and coffee table. How many catalogs are sitting in queue waiting for your attention? Catalogers can elevate their book to the top of the pile by the following tactics:
- Advance mailing with a time-limited savings coupon.
- Attached mail or Ride Along personalized to the reader with enclosed incentives.
- Follow-up postcard featuring product specials.
- Card mailings with a special customer one-day-only offer, phone now!
TIP 5: Use Freemiums to Enhance Loyalty
We can be swept away by small kindnesses. Savvy loyalty marketers know this. For example, kudos to American Airlines for their generous decision to award first-class seats when we redeemed airline miles. In your mailings, a freemium will have a measurable emotional effect on a percentage of recipients. The freemium is the lagniappe of your offer, "giving a little bit extra." Test with and without, and watch your results. Utilizing a registered voters mailing list can help ensure your freemiums reach a targeted and appreciative audience.
TIP 6: Measure ROI with Different Approaches
"Cost per Thousand," "Cost per Response," and "Profit per Piece Mailed" are three different approaches to measuring success:
- Cost per Thousand helps you manage your direct mail production budget.
- Cost per Response helps you manage your direct mail project design.
- Profit per Piece Mailed reflects the health of your direct mail business strategy.
By implementing these strategies, you can enhance the effectiveness of your direct mail campaigns, ensuring better customer engagement and higher response rates.