It’s gut-check time to check it out.
Customers are special. Everyone loves them and everyone wants more. Companies do not usually turn away someone who wants to be a customer. After all, out of billions of people, only a few choose to do business with you.
Hopefully, when you look at your customers after reading the above paragraph, you’ll never think of a customer as an inconvenience again. Instead, you’ll see them as the ultimate advantage they are, and treat them like gold. If not sure, please read on.
Many of the direct mailers I read about in social media or communicate directly to, are finding some of the past customers and prospects are turning back to mail. From the planning stages of direct mail to the data analysis of the mail, direct mail is still the flexible, versatile communication channel you need to connect with customers and prospects.
Why direct mail now?
Trust. Once the envelope or package is sealed and mailed, only the recipient gets the opportunity to read or see what is inside. When the letter or package is personalized outside and inside to the recipient, there is a greater chance it will be read.
If you’re not new to business, direct mail probably helped you locate new customers. Using direct mail helped you share all the benefits your products or services provide. Once a connection takes place with the recipient, it helps you to determine just how serious your prospects are and how much they will spend.
Next, when a prospect becomes a customer, direct mail and any other communication channel the prospect may prefer, helps you build a lasting, long-term relationship.
For example, you can offer them a special sale using direct mail that tells them to visit a personalized web landing page, a Facebook page or any other marketing communication channel. The key point is other channels may not always connect with a customer, but the mail lands directly into the in basket.
Remember no one has to do business with you; they choose to. In its own certain way, direct mail helps to express your appreciation for being a loyal customer, today and tomorrow.
The next time you start kicking around a few marketing ideas to connect with customers and prospects, use direct mail as the lead dog to make sure your message is delivered. Adding additional channels and expressing your creativity, is what is making multi-channel more powerful then ever before.
For additional reading on direct marketing mail, be sure to read…
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