Have you ever been the recipient of a sales letter that seemed rather impersonal? The information didn’t resonate with you in any way and you didn’t feel as if the letter was speaking to you personally? Were you inclined to respond? Probably not, and that’s how your prospective customer will feel if you embark on a direct mailing marketing campaign that is not targeted. There are various strategies you can use to make your mailing much more personal, and as a result increase your response rate. Here are a few suggestions:
If you know what your customers’ personal interests are, then you should speak to those interests when sending advertising mail. For example, you can wish them a Happy Birthday if you collect birthday data, or you can talk about certain hobbies that you know your customers will have.
You can also tailor your marketing based on customers’ shopping habits. If customers tend to not go through with a purchase, then you can offer additional incentives to complete the shopping cart process. You can also tell them about special sales on items you know they buy often.
Their purchasing history is also a valuable indicator of what they might buy in the future. You can therefore give them some inside information on upcoming products and sales.
Technology can allow your customers to experience a product on a whole new level before they even decide to make a purchase. You can create video demonstrations and animations that customers can view on special apps on their cellphones. Technology is a great way to allow your target audience to participate in the marketing process rather than being passive recipients.
Telling stories is becoming an increasingly effective marketing tactic. By telling customers about the successes of other customers (preferably from the customer’s point of view), you can engage customers in a way that would not be possible on your own. Customers will more readily believe other customers than they would you.
Customers expect to be treated as persons, so your marketing campaign should do just that. Although direct mailing might be a numbers game, you should not treat your customers as mere numbers. If you take the time to figure out the customers’ interests, purchasing habits and desires, you can create a direct mailing campaign that yields far greater results. If you are looking for mailing services in the GTA, then call us for a free consultation. We are one of the leading direct mail providers in Toronto and the GTA and can help you boost your direct mail marketing campaign.