Direct mail is a powerful tool for retaining customers and building loyalty. It can remind customers about your brand, offer exclusive discounts or promotions, and provide enticing content that keeps your consumers coming back. Let's look at five ways to incorporate direct mail into your customer retention efforts.
1. Personalization
Personalizing direct mail with customers' names or preferences is a great way to make them feel special, valued, and appreciated. This can be as simple as embedding their names in the text or as sophisticated as sending coupons tailored to their past purchases. Consumers are used to seeing personalization in digital marketing, but less so on paper. When they see their names in print, it stands out and makes them feel special.
2. Special Offers
Special offers and promotions are a great way to keep customers engaged with your brand. Especially when you make offers that aren't available to everyone else. Think "customer only" sneak peeks or VIP access through your loyalty program. People love feeling like an insider!
3. Tangibility
Who feels special getting a digital coupon? Hardly anyone. But people feel special receiving vibrant, high-quality mailers on heavy stock or "backstage passes" embossed with metalized foil. These are tangible tokens of value and make a loud statement. Customers also tend to hang onto printed offers far longer than digital ones, extending your marketing reach.
4. No Opt-Out Option
There is no "opt-out" option for direct mail. Use mailers to engage with people who have not opted into your email communications or to send "We miss you!" offers to customers who have lapsed. Invite patrons to participate in surveys to find out how you're doing and if they have lapsed, how you can make it right. Sometimes, you haven't done anything wrong. People want to continue to engage with your brand. Their inboxes are full; direct mail is the perfect way to stay in touch.
5. Use Creative Formatting
Be creative when designing your direct mail pieces. Add novelty elements that keep people interacting with the piece longer than typical print materials. Don't be afraid to experiment with coupon cards, folded mini-brochures, and 3D objects (like pop-up cards and mailers).
By using these strategies, businesses can effectively use direct mail for customer retention while ensuring their messages stand out in a crowded marketplace.
