Posted By Seamus Barton
Using Print Mail Marketing to Drive Customer Loyalty and Retention
Nowadays, customers have unlimited shopping opportunities. Therefore, it has never been more important to retain the customers you already have. Customer loyalty and retention are key to your business’s success.
Print mail marketing is one way to deepen your customers’ relationship with your brand, and encourage them to continue buying what you’re selling.
In this blog, we will be discussing how you can use print mail marketing to build a loyal customer base and elevate your business for success.
Effective Print Mail Marketing Strategies
Data-Driven Targeted Marketing
Understanding your customers is key to successful print mail marketing. Consequently, it’s essential to utilize all the data at your disposal to effectively communicate with your customer base and direct them toward the desired action.
Try to dive deep into the data. Ideally, you have already collected customer information and have some understanding of their purchasing decisions. Here are some questions to ask yourself about your customers:
How often do they purchase? When?
What is their average spending?
Which products are most popular?
How long have they been a customer?
Furthermore, doing additional target market research increases your campaign’s likelihood of success. What customer segment are you hoping to target? What are their personality traits, their preferences, and their behaviours? These answers are foundational to the design of your print mail marketing.
Define the Goal of Your Campaign
What do you want to achieve with your direct mail campaign? If you struggle to answer this question, your campaign is already off to a shaky start. Understanding your goal is the first step toward executing it.
Ensure that you can clearly define the objective of your campaign. If your primary goal is to drive customer loyalty and retention, then every aspect of your print mail marketing needs to be aligned with that goal. You will design your campaign differently than if you were trying to gain new customers.
Incentivize Customers With Rewards
Rewards are a fantastic way to deepen your customers’ connection to your brand. However, rewards must provide value to your customers. If your customers don’t want or care about the rewards being offered, then your efforts are useless.
The best rewards align with your customers’ values and improve their lives in some way. For example, discounts on future purchases can be a highly effective and appreciated reward. You may also offer experiential rewards, like free tickets to an event.
When should you offer rewards, though? Many businesses only do so when a customer makes a purchase. However, rewards are also an excellent incentive for other desirable actions, such as subscribing to your blog or downloading your app.
Win Back Customers
Dormant customers can easily become lost customers. Fortunately, print mail marketing is a superb strategy for reactivating disconnected customers. Design a highly-targeted campaign to reach these customers and re-establish your relationship.
You can send a survey (with an enticing reward) to learn why they have stopped buying in the first place. If you already know, then your campaign should address the reason they left and include a motivating offer to return.
Direct mail campaigns help you stay top-of-mind with your customer base. When you regularly connect with your customers using print mail marketing throughout the year, you reduce the likelihood of dormant customers.
The Best Print Mail Campaigns for Customer Loyalty
The beginning of any relationship is an important time. The relationship between your business and your customers is no exception. A welcome campaign is the perfect way to get things started on the right foot. Show your customers that you care about them by providing value right away.
This is not the time to make it all about you. Instead, focus on building that relationship. Make your customers feel welcome by sending a personalized letter, a special “new member” coupon, or a small gift of company merchandise.
Company and Product Updates
Sending company or product updates is a great way to keep your customers engaged in your brand, leading to higher customer retention. These customers have already demonstrated their interest in your brand, so they will be happy to hear about your latest product news.
This is an opportunity to make your customers feel special, like they’re part of an exclusive club. Messaging such as “Insider Access” and “Sneak Peak!” creates an exciting experience for customers and deepens their relationship with your brand.
Birthday Gifts or Discounts
A birthday gift or discount shows your customers that you’re thinking of them. Again, focus on deepening that relationship and making your customer feel special. A pushy call-to-action is more likely to alienate your customer. Instead, create more personalized messaging that uses your customer’s name and says “a gift for you!”, for example.
When you create a feeling of exclusivity—like your customers are part of a special club—you are more likely to increase loyalty and retention. Events are one of the best ways to do this. Using a direct mail marketing campaign, invite your customers to a special event that will bring value to their lives.
For example, will they receive a “swag bag” at your event? Or, will they receive important information about upcoming products?
Touching base with your customers as they approach certain milestones is immensely beneficial for retention. This type of mail may be purely celebratory, congratulating your customer on reaching a milestone. This will make your customer feel seen and valued.
On the other hand, a milestone alert may be a reminder of an expiring membership and an invitation to renew.
Lettershop Printing for Print Mail Marketing
Troi Mailing Services offers direct mail fulfilment (lettershop printing services) in Toronto. From high-speed folding to labelling, we handle your print mail marketing campaign from start to finish.
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