You’ve sent out a terrific marketing campaign. You’ve received a superb response. You’ve converted prospects to buyers. Now what?
“What do you mean?” you ask.
After all, you got the sale. Customers love you. As long as you continue to provide good products, reasonable prices, and great customer service, they’ll stay your customers as long as you don’t mess things up.
That might sound reasonable, but in today’s competitive world, it doesn’t work that way. You’ve worked hard to get that customer, but just like any relationship, you have to put in effort to make it last.
Think about your car. You can’t just fill it with gas once a week and expect to keep it for 100,000 miles. You need to change the oil. Do routine maintenance. Otherwise, you’ll seize the engine or have to dump in thousands of dollars to fix problems that could have been prevented. Likewise, customers need attention and care if you want to keep them over the long haul. We might call this “customer after-care.”
This is one of the areas where 1:1 print communications can make a huge difference. There are some simple ways to keep customers happy, keep them engaged, and retain them over the long term.
Here are some ideas.
• Customer newsletters. Tell customer stories. Talk about new products. Provide insight they wouldn’t otherwise have access to. Speak to them by name and customize the content to be more relevant to their individual needs.
• Customer satisfaction surveys. Ask them how you are doing. It’s a great way to let people know you value their business. Use personalized URLs to make this easy and append the data back into your marketing database automatically.
• Personalized notes and cards. Do you know your customers’ birthdays? How about the date they first became customers? Send them personalized notes and cards as a way to let them know you care.
• Tips & tricks postcards. Once in a while, offer some free advice. If you’re a landscaping company, you might suggest the easiest care perennials for the upcoming season. If you’re a real estate office, you might suggest the best neutral colors for resale.
• Coupons & freebies. Send a coupon for a discount or a freebie “just because.” It continually re-engages your customers and helps them see the value in their relationship with you.
Client retention is critical to your bottom-line success. Be a company that does this well, and you’ll reap the benefits of great brand recognition and long-term customer relationships.
What’s Your Print-to-Mobile Strategy?
In today’s world of print marketing, multi-channel communications are a critical component of success. Taking your marketing message across multiple channels helps you cut through the marketing clutter in your customers’ lives and reinforce your message over time. If you aren’t already, it’s time to pay attention to mobile.
That’s why the post office is offering a 2% discount on direct mail pieces that use a QR code that drives readers to a click to call mobile page or a mobile coupon. The sales runs March 1 thru April 30.
Let’s look at some recent data that shows just how important mobile has become in the lives of even print-loving consumers.
• Smartphones are in the hands of 53% of U.S. mobile phone owners. (Pew Internet & American Life Project November 2012)
• One-third of adults are now mobile-only. They have no landline in their homes at all. (National Health CDC/NCHS National Health Survey 2011)
• Nearly two-thirds (61%) of consumers access the Internet via smartphone. (Accenture 2012)
• 51.1% of mobile users check their email using only a mobile device, 45.3% say they conduct mobile-only Internet searches, and 42.3% connect with friends on Facebook without ever using a PC or laptop. (Prosper Mobile Insights 2012)
• Four out of five smartphone owners use their phones to shop. (comScore MobiLens 2012)
If you are not integrating mobile into your overall print marketing strategy, it’s time to start!
Today’s consumers live on their mobile phones. It’s important to add mobile calls to action to your printed pieces, and QR Codes are the easiest way to do that. For more details on the upcoming postal sales, visit https://ribbs.usps.gov/index.cfm?page=mobilebarcode.
The USPS has developed some exciting new programs that will help direct mailers incorporate technology into their mail campaigns.
A year long lineup of promotions will encourage innovation and the use of technology to make marketing campaigns more effective.
Here is what is pending approval by the PRC for 2013.
1. Direct Mail Mobile Coupon and Click to Call
2. Earned Value Reply Mail
3. Picture Permit Promotion
4. Product Samples
5. Emerging Technology
6. Mobile Buy It Now
“Trends in Direct Mail” was presented by Jeffrey Dobkin, President of Danielle Adams Publishing, at last week’s GPPCC’s mini postal forum.
Following are some of the notable trends:
1. Direct Mail integration with Internet.
Direct Mail can serve to drive readers to the internet. Make it easy to get information [...] Continue Reading…
Social Media and Direct Mail, the perfect combination [...] Continue Reading…
I attended the Greater Philadelphia PCC event yesterday on the Future of Direct Mail and got some excellent information. From Warren Hunter’s presentation, in case you thought otherwise, Direct Mail is still King. Here are some of the reasons:
1. According to a study by Millward Brown: “Physical Media leave [...] Continue Reading…
We get a lot of questions about address set up.
Should the Apt # be on its own line, above or below the street address?
Here is the official policy. The USPS prefers the address designator, ie Apt. # or Suite, to be on the same line as the main [...] Continue Reading…
With all the activity on Capitol Hill regarding the USPS last week we felt an update of events would be helpful.
There are currently 2 bills with any kind of life, one in the house HR 2309, sponsored by Congressmen Issa of California & Ross of Florida. The [...] Continue Reading…
Background and Program Description
The 2011 Mobile Barcode
Promotion was successful in generating increased interest in the use of mobile
technologies in direct mail. Mobile technologies continue to be one of the
fastest growing marketing sectors, and mailer resources will be increasingly
diverted to this medium. As technology
changes the marketing landscape, the Postal Service [...] Continue Reading…
What would it be like if you could order a part for your vacuum or washing machine and you received an email with instructions on how to print out your part at home, instant gratification? What if you ordered a lamp online and received an order confirmation with the [...] Continue Reading…
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