By
Kathy Cohen
Part
1: PLANNING AN EFFECTIVE DIRECT MAIL CAMPAIGN
Dollar
for dollar, the funds you allocate to reach your current
customers have consistently proven to be the most profitable
way to keep your bottom line growing. In fact, marketing
research shows it is up to 12 times more costly to obtain
a new customer than it is to retain a current customer.
There is no better audience for your direct marketing message
than your current customers. They have the track record
that leads directly to your door. They know you and you
know them — their names, their addresses, their buying preferences
and purchasing habits. A Reminder Card Program is the proven
cost-efficient method for deepening customer relationships
by bringing back your best buyers on a regular basis and
motivating them to spend more.
In planning
your direct mail campaign, always keep in mind that 40%
of the response will be directly attributable to the quality
of your mailing list.
|
By
Kathy Cohen
Part
1: PLANNING AN EFFECTIVE DIRECT MAIL CAMPAIGN
The information
stored in your customer database gives you an important edge
over the competition. You could call it that important “home
team” advantage. By analyzing your customer data, you can
determine the individual buyers who will be most responsive
to your reminder message based on how recently the customer
visited your location, the frequency of visits as well as
the value of those visits over time. This significant customer
activity information can then be applied to creating highly
personalized one-to-one advertising messages and delivering
them into the right hands at the optimum moment to trigger
recognition and a positive response.
This type
of mailing consistently produces response rates of up to 40%
or higher than other types of mailings. It specifically targets
the valuable customers you want to keep with special recognition
and money-saving offers at timely intervals to keep your bottom
line growing.
Kathy
Cohen, kathleenc@mailmark.com
Coming In August: PART 2
Creating Effective Mail Pieces
|
If you’re
just using Mailmark’s Reminder Card Program to manage your
customer relationships, you are only using one slice of the
CRM pie. Who’s getting the other slices? Your competition,
that’s who.
If you
compare your current customer universe to a pie, you’ll see
that you may be missing out on two pie slices that your competition
is probably enjoying. Lost customers and new customers are
two groups you can’t afford to give away. Mailmark has two
more programs that help you keep all your slices of the pie.
Call Mailmark
and ask about our award winning NeighborDirect Customer Acquisition
program and Mailmark’s Lost Customer program – two slices
of pie you may be missing out on. Call us, we’ll show you
how to keep them.
|
