Posted By Seamus Barton
How Direct Mail Marketing Can Help You Nurture ClientsWhen a prospect engages with your business, you can use a combination of direct mailing, social media, email marketing, and even educational webinars to funnel them through the customer journey. Nurturing and educating your leads is a great way to build brand loyalty and product preference before the prospects are ready to make a purchase.
Reports suggest that over 80 per cent of information gathering in both B2B and B2C takes place before the prospect contacts the seller or provider. So positioning yourself as an expert in your field and nurturing relationships is crucial to achieving the top-of-mind awareness necessary to keep you visible and selling. Direct mail marketing can help you achieve this by:
- Reaching your customers at their most convenient time – B2C businesses realize that a considerable number of their clients and prospects are busy throughout the day. As such, it is best that you don’t use a marketing approach that intrudes on their work time. You will not get the attention that you need to effectively communicate your message. But when you deliver a postcard or newsletter to a prospect, they can view it at their own convenience and respond in a more favourable manner.
- Providing valuable information in the purchase journey – Consumers spend a lot of their time researching products, services, companies and brands and acquiring as much information as they can before making a purchase. You can use direct mail marketing to facilitate this part of the purchase journey by providing tips, information, current market trends, and even comparisons, while opening the way for further engagement through your website or social media page.
- Providing a conversation-starter – A well-timed catalogue or coupon can serve as a great conversation starter for events that the recipients may have forgotten or postponed on multiple occasions. For instance, a mailing piece sharing gift ideas for an upcoming holiday, or discounts on home improvement contracts can create a topic of conversation within the household. This provides an opportunity for you to bond with your prospects.
- Making a commitment – A professional direct mail marketing strategy that delivers value to the recipients – on a monthly, bi-monthly, or quarterly basis – will actually be an anticipated piece that builds loyalty. Meaningful mail pieces that are not viewed as junk mail can be preserved for reference when the need arises.