The unique selling point of any company is its personal relationship with its clients. However, as your business grows, maintaining a strong personal touch with your client base becomes more of a challenge. Customers always want you to speak to them in the most personal way possible; something which direct mail services offers. It makes them feel more valuable.

Using direct mail services to promote your products

Although direct mail comes a distance third in the priority list of personal communicating media used by businesses, it is as effective as emailing or calling. In this case, the business mails printed Ads, brochures, flyers or letters to its clients informing them of new offers, discounts, new products/ services etc. The process may seem complicated but all it takes is a proper understanding of the customer base.

Identifying your target market

The key to a successful direct mail service campaign is ensuring that your message gets to the intended target group. This implies that you must know all details about your existing client base – zip code, age group or any other demographic factor – after which you build a mailing list. You do not have to worry about wasting money printing and sending mail to addresses that are non-existent as companies offering direct mail services verify and update your customers’ addresses.

What about your existing customers?

One of the many benefits of using direct mail services is that it helps retain loyal customers. How? Reward loyal customers with discounts or with money-off vouchers. It’s always a smart thing that your business keeps a database of its clients. This simple gesture helps you keep track of them and places you in a good position to identify which group wants a product upgrade or which one would benefit from a value-added service. It can conclusively be proved that direct mail is a fantastic tool for a business’ customer development strategy.

Can you use direct mail to win back customers?

Yes you can, but, you must first put a finger on the thing that makes you lose them in the first place. Assuming that you address the problem your next step would be to win them back using targeted mailing. There would be no harm in you humbling yourself and sending an apology. Make them feel valued and ‘missed’.

Coupling direct mail with other marketing tools

Direct mail by itself does a good job of marketing you business but, there are great synergies to be enjoyed if it is coupled with other advertising tools. For instance, a study conducted recently revealed that the use of direct marketing combined with a press campaign (via TV or radio commercials) can enhance your campaign by 120%. Isn’t that something you yearn to hear?

How to use direct mail

1. Decide on your objectives – it could be maintaining a good customer relationship, making more sales, getting feedback etc.

2. Identify you target market.

3. Come up with a budget and plan the timing of your campaign.

4. Build a mailing list and maintain privacy and confidentiality of your client’s information.

5. Try a test mailing to gauge the responsiveness and effectiveness of the campaign.

6. Outsource mailing services.

7. Identify analysis methods you would use.