Why Prioritize Customer Loyalty in Direct Mail Marketing? 3 Reasons

In a world where acquiring new customers often takes center stage, it's easy to overlook the immense value that loyal customers bring. Customer loyalty is not just a buzzword. It's a goldmine of opportunity. Let’s explore three compelling reasons why you should care about customer loyalty and how marketing to existing customers can be more profitable than seeking new ones.

1. It Costs Less to Keep Them.

Acquiring new customers can be expensive. It has been said that it can take eight or more touches before a prospect is willing to take action. Retaining existing customers is often far more cost-effective. Marketing to your loyal customer base allows you to nurture the relationship you've already established. Keeping your brand in their minds and hearts increases the likelihood of repeat purchases and long-term engagement.

2. Loyal Customers Are Your Advocates

Loyal customers are not just repeat buyers; they are your brand advocates. Customers who feel strongly connected to your brand are more likely to recommend your products or services to others. Word-of-mouth recommendations from satisfied customers can be a potent marketing tool, helping you acquire new customers through referrals. Direct mail campaigns targeted at your loyal base can reinforce their trust in your brand and encourage them to spread the word.

3. They Offer Increased Lifetime Value

Customer loyalty is an investment that keeps on giving. Loyal customers tend to have a higher lifetime value as they continue to engage with your brand over an extended period. They are more likely to explore your product or service offerings and purchase more. Direct mail marketing to existing customers can introduce them to new products, services, or promotions, extending their relationship with your brand and boosting their lifetime value significantly.

In direct mail marketing, focusing on customer loyalty is more than just about retaining current buyers. It's about unlocking profitability. Loyal customers are your most valuable assets. By nurturing these relationships, you can create a more profitable and sustainable marketing strategy that pays dividends now and over time.

Five Elements That Make Print Shine

In the ever-evolving marketing world, getting caught up in the digital buzz is easy. However, there's a timeless charm to a well-executed print campaign that captures attention and makes a lasting impression. Print has unique qualities that can elevate your direct mail efforts. Let’s look at five elements that make print special.

1. Texture: The Tactile Experience

One of the most alluring aspects of print is its tactile nature. The feel of a quality paper stock can engage the senses in a way that digital can't replicate. When recipients run their fingers over textured paper, it adds depth and memorable character to your message.

2. Scent: Evoke Emotions

Print has the unique ability to incorporate scents, turning a piece of mail into a multi-sensory experience. Infusing your direct mail piece with a relevant fragrance can evoke powerful emotions and trigger memories. For example, imagine the power of a bakery sending out mailers with the delightful scent of freshly baked bread!

3. Color: Vibrant and Impactful

Print allows you to use a rich palette of colors to capture attention and convey your brand's personality. Unlike the limitations of digital screens, print can reproduce colors with a vividness and precision that captures emotion, not just attention.

4. Incorporation of Video Through QR Codes

QR codes enable you to bridge the gap between print and digital by providing a direct link to video content. This interactive element allows recipients to engage with your message dynamically, providing a unique blend of the physical and digital worlds. QR Codes can do more than send people to web pages. They can launch emails, make phone calls, and add events to recipients’ marketing calendars.

5. Dimension in a 3D World

Print isn't confined to a flat screen. It has depth. Die-cutting, embossing, or even folding techniques can create dimensional elements that demand attention. When your direct mail piece pops out of the envelope or unfolds unexpectedly, it surprises and engages the recipient, making your message unforgettable.

Even in today’s digital world, direct mail holds a special place in buyers’ hearts. You can impact recipients at multiple levels by leveraging these five key attributes. So, don't forget about direct mail next time you create your marketing calendar.

5 Ways to Build Your Mailing List

Direct mail marketing remains a powerful and effective way to reach potential customers, especially when combined with digital strategies. But lists don’t build themselves out of thin air. You have to make them! How do you do that? Let’s look at five proven techniques to take your existing list, improve it, and boost your results.

1. Purchase a trade show attendee list

Trade shows are industry-specific events that attract decision-makers and potential clients. Acquiring an attendee list from crucial trade shows in your market vertical can provide you with a highly targeted audience. Trade show attendees also tend to be decision-makers, so this is a high-value add.

2. Purchase a Media List

Specialty magazines, including trade magazines, have well-defined target audiences; some may be willing to sell or rent their subscriber lists. These lists often come with valuable demographic breakdowns, making them effective tools for targeted marketing.

3. Tap Your Content Marketing

If you have a content marketing strategy, capitalize on it to build your direct mail list. For instance, if you offer an e-newsletter, ask recipients for their street addresses during sign-up. Similarly, when website visitors download white papers or case studies, prompt them to fill out an online registration form with an option to provide their contact information. By collecting this data, you can expand your direct mail list with engaged prospects who have already shown interest in your content.

4. Use Every Door Direct Mail (EDDM)

Every Door Direct Mail (EDDM) from the United States Postal Service is an affordable way to target households within a specific demographic radius. While EDDM lists do not include individual names, they are highly cost-effective. Not only are these campaigns inexpensive to mail, but once particular recipients respond, you now own those contacts and have their names.

5. Purchase a Cloned List

If you already have a productive direct mail list, consider leveraging it to create a cloned list. Start by creating a profile of your best customers based on demographics, interests, and buying behavior. Then purchase a list that closely mirrors this profile to expand your reach in your local area or help you move into a new one.

A successful direct mail campaign requires a great list. By utilizing the techniques discussed above, you can improve the accuracy of your targeting and reach new, high-value prospects just like them.

5 Tips for Refreshing Your Design

No matter how effective your direct mail, marketing collateral, and emails have been in the past, every marketing toolbox needs a refresh now and then. Is it time for yours? If so, here are five tips for giving your projects a fresh look.

1.   Update your colors. There are few things more important than the colors you choose. While some colors are perennial, such as white, navy blue, gray, and black, “trendy” colors and palettes change over time. Every year, PANTONE puts out its “color of the year,” as do the leaders in markets such as paint, fashion, and interior design. Use these to inform your color choices.  

2.   Go heavy on the visuals. It has been said that people only read 20% – 28% of the words on any given page. That’s why photographs, illustrations, and graphs are so important. Not only does the brain process images 60,000 times faster than text, but when relevant images are paired with text, people remember that information 65% of the time.

3.   Keep it short. Keep your text to a minimum. According to Who’s Mailing What!, an online database of nearly 150,000 mailpieces, the average amount of text on a direct mailpiece is 25% less than in the past. People are busier than ever, so keep it short and sweet. Use your mailings to drive people online or to call for more information.

4.   Add more white space. When it comes to marketing, white space is a good thing. Let your text and images “breathe.” Keep your information punchy. Tell your story in lists and bullet points to make your message even quicker and easier to absorb.

5.   Tap into social proof. Buyers trust each other more than they do brands, so incorporate what is called “social proof.” Add Google or Yelp! Reviews. Work in testimonials from social media. Add official logos and badges such as PayPal Verified or McAfee Secure to ensure credibility and trustworthiness.

Your marketing materials are your "face to market." Customers and prospects will judge the quality, credibility, and trustworthiness of your brand based on what they see. So keep your face fresh. Make sure that your face to market represents who you are and everything you stand for today.

Relevance: The Key to Success in Personalized Printing Campaigns

The ability to tailor documents with precision, incorporating variables like gender, income, and geographic location, holds immense potential in print and email marketing. But savvy marketers know that data points, by themselves, don’t make communication effective. So what does? Relevance.

Relevance is the secret ingredient that transforms a personalized document from simply compiling variables in a database into a compelling communication piece. So how do you create it? By getting to know your audience on a deeper level. Go beyond surface-level data and delve into their habits, preferences, and aspirations.

Say you promote women's all-natural health and beauty products, personalizing direct mailings based on name, age, and life stage. Despite experimenting with different variables, the response needs to be higher. At this point, it might be tempting to think personalized print doesn’t work.

Rather than abandoning the approach, however, you decide to dig deeper. You conduct a print or email survey to learn more about what motivates your audience. You discover that a significant percentage of your prospects are single moms. While they appreciate the value of natural products, budgets are tight, and time management is a greater priority than personal pampering.

Armed with this newfound knowledge, you can adjust the marketing pitch. Instead of focusing on the personal appeal of all-natural products, highlight their cost-effectiveness compared to commercial alternatives. You might emphasize how these products can boost energy levels, enhance sleep quality, and provide long-term health benefits for growing children.

The marketing pitch becomes more persuasive and relevant by tailoring the message to address the audience’s unique circumstances.

We’ve all heard the saying, "Knowledge is power." That holds in marketing, too. The power to understand customers profoundly and deliver relevant messaging enables you to unlock the full potential of personalized printing. When documents resonate with recipients personally, their impact is amplified, leading to higher response rates, increased engagement, and, ultimately, higher profits and revenues.

 

 

Harnessing the Marketing Power of Summer

When is the best time to get your message in front of a potential customer? When no one else is in their ear! This is what makes summertime marketing so powerful. Many businesses slow down their marketing during this time of year, making it a perfect time for you to get even busier.

 

Let’s look at ways businesses can leverage this season to maximize success.

 

1.    Seasonal themes and trends: From beach vacations and outdoor activities to barbecues and festivals, summertime brings a host of seasonal themes and trends that provide a perfect backdrop for captivating campaigns. By aligning your marketing messages with the season, you can tap into the excitement associated with summertime and create unique experiences and a sense of urgency.

 

2.    Outdoor advertising opportunities: With the arrival of warm weather, people spend more time outdoors, providing unique opportunities for outdoor advertising. Whether it's billboards, banners, sidewalk signs, or experiential marketing activations, broaden your reach through strategically placed advertisements in parks, beaches, outdoor events, and popular tourist destinations.

 

3.    Social media Engagement: Summertime fuels engagement as people share their experiences and adventures with friends and followers. Organize contests, giveaways, or user-generated content campaigns encouraging customers to share their summer moments featuring your products or services.

 

4.    Product diversification: Many industries experience shifts in consumer preferences and demands during the summer months. For example, the fashion industry sees an uptick in summer apparel and accessories sales, while the food and beverage industry witnesses increased demand for refreshing seasonal drinks and snacks. By launching summer-specific collections, you can cater to these changing consumer needs and capitalize on seasonal demand.

 

5.    Increased foot traffic and tourism: Summer is a peak travel season, with people embarking on vacations, road trips, and exploring new destinations. Businesses located in tourist hotspots can leverage this influx of visitors by collaborating with local tourism boards, offering special promotions for tourists, and creating destination-specific experiences.

 

6.    Seasonal sales and promotions: The summer season often brings a host of holidays and celebrations that you can capitalize on using seasonal sales, promotions, or limited-time discounts. Create a sense of urgency by setting deadlines and “act by” dates.

 

Summertime marketing offers distinct advantages that set it apart from other times of the year. Embrace the vibrant spirit of summertime and unleash the power of targeted seasonal marketing to drive growth, engage customers, and foster brand loyalty.

Use Print to Inspire Positive Change

Nonprofits rely heavily on donations and volunteers to fulfill their missions. While email and social media are growing in importance, print motivates donors and volunteers in a way that other channels don’t. Let’s take a look at the many types of printed materials that can move your mission forward and help you make an even greater impact in the world.

Postcards: Postcards are a great way to keep donors and volunteers informed about upcoming events, fundraising campaigns, and other important updates. They are also an excellent tool for expressing gratitude and recognizing the contributions of supporters. Even better, personalize them! Thank donors for recent gifts and update them on how their donations are being used.

Letters: While email may be a fast and convenient way to communicate, a well-crafted letter feels more personal and taps more deeply into people’s emotions. Use letters to convey a sense of gratitude, urgency, or excitement that is difficult to replicate through digital channels. Share stories of impact, ask for donations or volunteer support, or recognize the contributions of individual supporters.

Calendars: Calendars can help to keep supporters engaged throughout the year. Feature images and stories of your work, as well as key dates and events. Distribute calendars to donors and volunteers as a way to say thank you or as an incentive for making a donation or signing up to volunteer. Calendars can be sold as fundraising products, too.

Brochures: Brochures can be used to introduce you to new audiences, provide more detailed information about your programs, and promote your mission at campaigns or events. Use well-designed, colorful pieces to highlight your achievements and demonstrate the impact of your programs. Not every nonprofit uses brochures in this way, so this is a great way to build credibility, differentiation, and trust.

Catalogs: Nonprofits that sell products as part of their fundraising strategies can use catalogs to showcase their offerings and raise money for their mission. Use the larger pages offered by print catalogs as a canvas to tell the stories behind your products, highlight the artisans or communities that produce them, and demonstrate the impact that each purchase can have.

It's easy to see why print remains a valuable tool for nonprofits. The emotional impact of a beautifully printed piece, held in your hands, can’t be replicated in other channels. So use the many tools of print to communicate your mission, impact, and needs to supporters in a deeply personal way that helps you build stronger relationships and inspire positive change.