Boost Customer Loyalty with Surveys

One of the best uses of your marketing dollars is to protect your existing customer base. You’ve worked hard to earn their loyalty. Now you want to keep it. Consider the benefits of utilizing customer surveys.

Let’s look at an example. A regional grocery store chain was experiencing increased competition from a large national chain and wanted to preserve its most valuable customer relationships. The chain sent two personalized surveys to its top 400 customers: one in the fall and one in the spring.

The first survey included six personalized questions and a letter addressed to the shopper, signed by the store manager of the location they frequented most. In the second, questions were designed to see how well the chain had addressed the issues raised in the first survey. Recipients also received a personalized cover letter from the store manager.

The surveys received a 52% response rate. While specific data on customer retention was not provided, a research study conducted by Rice University and published in Harvard Business Review found that, over the course of a year, customers who received similar customer surveys were twice as likely to continue their relationship with the company than those who did not.[1]

There are no surprises here. Once people have made a purchase from you, they are your customers to lose. Show them that you care what they think, that their opinions are valuable, and you will act on information they share with you. They will reward you with their loyalty.

Why not talk to us about incorporating a customer survey into your next mailing?

 

[1] “Sending out a Survey to Customers Can Double Sales,” by Vivek Bhaskaran, www.questionpro.com.

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Tuesday, October 21st, 2014 Going Postal: News You Need No Comments

Too Good to Be True? Amazing Marketing Channel Does It All!

Quick! Name a marketing channel that does the following amazing things:

  • Offers a massive 8.5” user interface — double the size of a tablet — and is expandable to 15”.
  • Provides crystal clear images that load instantaneously. No lag time!
  • Requires no cables or wires.
  • Comes pre-installed with thousands of applications.
  • Has infinite battery life.
  • Can be read from any angle, even upside-down!

What is it? It’s a book!

The ingenious ad campaign comes from IKEA. The home furnishing giant is promoting a YouTube video for what it calls its book book. In the words of the on-screen idea engineer, it is “an idea so simple, it seems familiar.”

In the campaign, the IKEA spokesperson teases the audience with this highly versatile medium that offers benefits that “wow” the audience. Imagine! You can view multiple pages at a time, allow different users to bookmark pages in a simple, intuitive fashion (colored Post-It notes), and despite its power, the battery never, never runs out! It’s a brilliant, entertaining video that every marketer should see.

Best of all, the benefits of this “book book” are real— and they can be applied to direct mailers, postcards, newsletters, and other traditional print marketing, too!

What do you think of this campaign?

URL: https://www.youtube.com/watch?v=MOXQo7nURs0

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Wednesday, October 8th, 2014 Going Postal: News You Need No Comments

What is Your Brand Identity?

What is your company’s brand identity? Do you even know? Whether you realize it or not, all of the choices you make, from the colors on your business card to the graphics on your mailer, create a brand identity in the eyes of your customers and prospects. Let’s look at a few of the brand elements you should be paying attention to.

Color. The colors you choose for your marketing materials should reinforce your brand. Think UPS brown, IBM blue, and John Deere green. Color triggers an emotional reaction, so color is a powerful tool. Red elicits excitement. Blue is associated with faithfulness and trustworthiness. Black connotes luxury. What colors best represent you?

Image. Your presentation should be consistent with your industry. If your business is in a conservative field, such as accounting or financial planning, for example, your visual image should be businesslike. Would you trust your money to someone who gives you a florescent orange business card covered with cheap clip art and grunge fonts?

Distinctive. Your colors and logo imagery should be appropriate, but at the same time distinctive so they stand out from the crowd. “Distinctive” doesn’t mean complicated. In fact, many of the most recognizable logos are simple. Think about the McDonald’s Golden Arches or the Nike “swoosh.”

Quality. When you are producing your print materials, spend the extra money to produce high-quality work. You can talk about quality products and great customer service, but if your print marketing looks like it was done on the cheap, that is the image that will stick in your customers’ memories. Spend the extra money on “extras” like gloss coatings and heavier-weight paper when appropriate.

Once you have a solid handle on your brand image, be consistent. Whether it’s your business card, your corporate identity materials, or a presentation folder, all of your print communications should have a similar look and feel. Continually reinforce your brand image in the minds of your customers.

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Thursday, October 2nd, 2014 Going Postal: News You Need No Comments

Look at Value Over a Lifetime

When you think about evaluating the success of a 1:1 printing campaign, how long a window do you use to determine the dollars it generated? Do you cut it off after a week? A month? Several months? What about the lifetime of the customer?

Lifetime customer value (LCV) is an [...] Continue Reading…

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Thursday, September 25th, 2014 Going Postal: News You Need No Comments

Dont Market Less, Just Market Smarter

Did you know that you could spend less on a direct mail campaign and actually see better results? It’s true. It’s not about marketing less. It’s about marketing smarter.

Let’s take a look at a real campaign produced for a travel company. Let’s call it Club Travel. In the past, [...] Continue Reading…

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Wednesday, September 10th, 2014 Going Postal: News You Need No Comments

Maximize Your Marketing Dollars with This Simple Tip

Maximize Your Marketing Dollars with This Simple Tip

It’s a standard rule of thumb in marketing. It costs 10 times less to keep the customers you have than to generate new ones. This means one of the best uses of your marketing dollars is to maintain customer loyalty. One of [...] Continue Reading…

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Thursday, August 28th, 2014 Going Postal: News You Need No Comments

Use Multi-Touch Campaigns Boost Response Rates

One of the most effective ways to boost your response rates is sending strategic, multi-touch campaigns. This approach uses multiple contacts with the same or different media to build your message over time.

Often, these contacts are layered in three stages:

1. Priming the pump (“Watch for our exciting offer!”)

2. Presentation [...] Continue Reading…

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Thursday, August 21st, 2014 Going Postal: News You Need No Comments

Use Loyalty Programs to Boost Sales

Everyone likes to be rewarded for their loyalty. That’s why more and more marketers are offering a loyalty program these days. Direct mail offers unique benefits for these programs because you can offer coupons, deals, and offers and encourage participation with high-impact visual imagery that reinforces the value of [...] Continue Reading…

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Thursday, August 7th, 2014 Going Postal: News You Need No Comments

Tear-Off Cards Make Responses Easy

Do you include tear-off response cards or other forms in your direct marketing pieces? If so, do you send them blank? Or do you pre-fill them with readily available information (recipient’s name, address, product serial numbers, seminar dates) to make responses as easy as possible?

If you are sending blank [...] Continue Reading…

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Tuesday, July 29th, 2014 Going Postal: News You Need No Comments

High-Performing Companies Focus on Personalization

What makes a high-performing company a high-performing company? According to a survey of more than 1,000 marketers, it’s a focus on personalizing customer experiences and using metrics to drive the creation of their creative.

According to Adobe’s “Digital Roadblocks: 2014,” when asked about their most important success factors, marketers gave [...] Continue Reading…

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Wednesday, July 16th, 2014 Going Postal: News You Need No Comments

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