08/ 06/ 2004
by Vicki Gerson
Direct mail could just be your key to success--if you do it right. When it is sent to the right audience, it offers a perfect way to reach out to past customers and target new customers with messages that make them feel appreciated.
Direct mail allows readers to decide whether to respond to your offer. Research indicates that the majority of consumers will look at the coupons they receive in the mail. In order for direct mail to work correctly, it must have a great message and be in the hands of people who will give you business.
Therefore to get it to the right people, you must have an up-to-date customer list. If a customer has already purchased from you once, you have a good chance of getting that customer back to your place of business as long as the product was satisfactory, the service was excellent and the employee was helpful. These customers are good prospects. To achieve your goal of increasing your business, it’s important that your computer database has specific information about these people. How many times have they purchased from you? What have they purchased? When have they purchased?
Now, look at that list and decide if you want separate direct mail pieces for one-time-only customers and those who have purchased from you two times or more. You may want to add an extra incentive to the direct mail piece for loyal customers. However, if someone hasn’t purchased from you in more than five years, you might consider removing them from your list.
One important question you must answer is, how often should you send out a direct mail piece? Some businesses send them out monthly, but most businesses send them out four to six times a year as long as they are getting positive returns -- meaning business in the door.
Once you start direct mailings, keep a record of what you are doing. You may have three lists: preferred lists, warm lists and cold lists. It’s important to track the customer and know which list he or she is on. It’s also important to know the average cost to mail the piece, the cost of mailing and the sale and the response rate of the direct mail piece.
Target what you want in your direct mailing. Is it a contest, invitation, special event, discount, bonus or a thank you for your business. If you decide you are doing a preview sale, make sure it doesn’t last more than a few days before the sale is announced to the general public. Major department stores often offer preview sales in a special mailer with coupons. If the direct mail piece is coming in an envelope, make sure there is a message on the envelope that will get people to open it immediately.
You can also use self mailers, which include postcards, single or multiple folds, die cut coupons and rub-offs. Be sure to work with a designer who can create a design that is pleasing to look at and has the right color combinations.
All great mailers have a “call to action,” which tells the customer what you want him or her to do. Make sure your message is simple and concise -- not a long-winded letter. If you are using numbers, make sure they are specific percentages or dollar amounts. Dollar amounts are always good to use because people don’t have to do the math. They know the savings is $200 dollars off instead of having to calculate 15 percent.
Remember, offering a free gift just for coming in always is good business. Customers will come in for a free gift and then tend to look around. A store filled with people lets other potential customers assume that people are purchasing from your small business.
