There's no better audience for your direct marketing message than your current customers. These customers have the track record that leads directly to your door. They know you. You know them--their names, their addresses, their buying preferences and purchasing habits. Never forget that your database contains a wealth of information just waiting to be tapped and turned into repeat buyers who generate greater on-going profits.

Marketing research shows it is up to 12 times more expensive to obtain a new customer than to retain a current customer . When you use the power of your database to target your message specifically to your current buyers, you can expect response rates of up to 40% or higher than other types of mailings. Because the message is targeted directly at the needs of the individual customer at the optimum moment, your message is one that he'll identify with and won't tune out.

Communications aimed at deepening your customer relationships make good business sense. You make a valued customer feel appreciated while triggering an awareness and recognition of your name that combine to improve the lifetime value of that customer. Reminder Card Programs are the cost-effective way to reach out to current customers and keep them coming back and spending more on a regular basis. The size of the card can vary depending on your message. The message can be highly personalized in
1 to 1 words and pictures that stand out from other mailbox messages: Thank You Notes; Service Reminders, New Location and Phone Number Notices; Special Sale and Promotional Announcements.

If you'd like to learn more about turning your current customers into loyal customers, call Mailmark today. We'll customize a Reminder Card Program for you — complete with management reports that let you track your success every step of the way.

Call Mailmark today at (800) 334-8983. We'll show you how.

The beauty of direct mail is that it is measurable. Considering the cost of postage, you should make the investment work for you. Do you measure your mailing success? What guidelines do you use? How do you determine success?

Direct Marketing 101 says
of all the factors that lead to a response:

• The List is most important accounting for 75%
• The Offer you make contributes another 10 – 15%
• Package, Graphics and Copy contribute
  the remaining 10 – 15%

Whether you mail your own list (your customers) or purchase names for prospecting elsewhere, make sure the names are as deliverable as possible. If you are mailing to customers, your mailing should honor the relationship you have built. The mailing offer should be as relevant as possible to the recipient. Capture data about the customer transaction and use that information when you mail to them.

If you buy names for prospecting, make sure you are as specific as possible in your list selections (no “Resident” mailings). Develop your prospecting list selector parameters by matching them to the profile of your existing customers. Make sure you test various list sources against each other to determine your best sources. Test selections within list source. Every time you go into the mail you should relate responses to list source and selection.

Knowing the appropriate Offer comes from the data generated from your transactions with customers and from reading results from various Offers. As is the case with the List, Offers should be tested to determine the best offers to make within customer and prospect segments. Mailing results will guide you again here. Let the market tell you what to do. It’s a trial and error process. You can improve each time you are in the mail if you measure results and react accordingly.

The measure of success is Return on Investment (ROI) or a comparison of the amount of revenue earned from responses to a given mailing divided by the cost of the mailing including postage. If you spend $10,000 including postage on a mailing and earn $40,000 in total revenue, your ROI is $4 for every $1 spent. You make your investment in direct mail count by evaluating the results of your mailing in terms of ROI.