TIP 1) The first step to customer loyalty according to Richard Cross and Janet Smith is generating simple awareness of your offering. While more broad-based media are always the first resort for generating awareness, the value of direct marketing cannot be underplayed, especially if your product is not a common fit to the masses. Direct mail brings your story to the targeted buyer more efficiently. Look at the devices within your mailing which can educate your prospect, and push them to respond to you.
TIP 2) Envelope teasers have two goals, and if you are smart, you achieve both.
#1-- get the envelope opened.
#2-- set up the premise of the offer. Yelling "fire" in a movie theater will empty the theater. But the exclamation has a lot more punch if there really is a fire. Envelope teasers work the same way. If a reader is agreeable enough to open your kit, reward them with a meaningful message inside.
TIP 3) Our email inboxes are so full with sales pitches, confirmations, solicitations and related messages that a simple email thank you note is pretty much buried. Now is the time to revisit the value of hard copy, solo, in-the-mail thank you notes and letters. Relationship building is based on perceived effort, and your customers will know the difference.
TIP 4) Paying Attention Check your kitchen table and coffee table. How many catalogs are sitting in queue waiting for your attention? Catalogers can elevate their book to the top of the pile by the following tactics:
1. Advance mailing with time-limited savings coupon
2. Attached mail or Ride Along personalized to the reader with enclosed incentives
3. Follow-up post card featuring product specials
4. Card mailings with a special customer one-day only offer, phone now!
Tip 5) FREEMIUMS We can be swept away by small kindnesses. Savvy loyalty marketers know this, and by example, kudos to American Airlines and their generous decision to award us first class seats when we redeemed airline miles a little while ago. In your mailings, a freemium will have measurable emotional effect for a percentage of recipients. The freemium is the lagniappe of your offer, "giving a little bit extra". Test with and without, and watch your results.
TIP 6) ROI "Cost per Thousand", "Cost per Response" and "Profit per Piece Mailed" are three different approaches to measuring success. Cost per Thousand helps you manage your direct mail production budget. Cost per Response helps you manage your direct mail project design. Profit per Piece Mailed reflects the health of your direct mail business strategy.
Marketing Tips posts authored by Leslie Goldstein of the USPS.