Direct Mail Marketing: They Should Always Be 'Thinking about You'
One of the best ways to stay in touch
with customers and prospects is through
direct mail marketing. By sending
postcards or newsletters, for instance,
about upcoming events, product
launches, and even company news and
helpful tips, you inspire your customers
and prospects to keep "thinking about
you."Establish a schedule and system for periodic communication. Consider integrating your direct mail marketing with e-mail marketing. The effectiveness of both mediums increases when used in tandem. You may want to alternate between these two weekly or monthly, so that your customers are hearing from you in a variety of ways. E-mail marketing works only if those individuals and businesses have provided you with their e-mail addresses. As a rule, they'll do so if they're honestly interested in your product or service. With a qualified and regularly updated list of addresses in hand, transmit your messages to specific individuals whenever possible, sending concise and snappy text. If it takes recipients longer than a minute or two to read and grasp key points, it's too long. Be sure not to pester them by sending e-mails too often. In both direct mail and e-mail marketing, be sure to include value-oriented product and/or service links to your website. Finally, with e-mail marketing, as a matter of professional courtesy, always include a clear and simple "opt-out" link. When someone requests an opt-out, take action immediately to remove him or her from future communication. |