Direct mail marketing is an effective way to maintain and expand your customer base. Although it does require some time and investment, it pays off if you go about it in an effective way. Direct mail marketing can be a drain on your wallet if you don’t do your research beforehand to understand your target market. Here are some tips to help you improve your direct mail marketing campaign and get a bigger bang for your buck.
Know Your Target Market
The clearer you are about who you are targeting, the more effective your marketing strategy will be. Even if you have a good idea about who your prospects are, you should still try to ascertain if they are the right target. Perhaps you might be better off targeting a different group for your product.
Speak To Customers’ Needs
Selling should not be the primary focus of your direct mailing campaign. Instead you should be addressing the problems customers face and showing how your product or service can solve those problems. Customers are more concerned about their own problems than they are about what you have to sell. You can even address problems that are not directly related to what you are selling; customers will be grateful to you for that.
Marketing—regardless of the form it takes—is about building solid relationships with your customers. Your interaction with the customer should never end after the sale, but continue on well into the future. When you build a relationship, a customer’s value increases exponentially and you get a bigger return on your investment. You can create incentives for your customers by offering discounts for repeat purchases or creating a special membership for loyal customers. But whatever strategy you choose, create a relationship by identifying your loyal customers.
Have A Core Message
Many companies often have a core message around which they structure their marketing campaigns. A core message helps to bring focus to your content and attracts the customers you are seeking. As long as you stick to your message, you will attract the customers who identify with that message.
The new year is a good opportunity to start doing things a little differently. Pay more attention to your customers and be aware of who it is you are targeting. Focus on relationship building and reward those who show loyalty. For more advice on direct mailing strategies, give us a call today for a free consultation on how to improve your direct mail marketing.