| "body"> | | | | ties into your product offerings and invite your mailing |
| As an entrepreneur or small business owner, you can't | | | | list. You'll be educating your customers and your guest |
| afford to lose a single dime on wasteful marketing. If | | | | speaker gets exposure while you get increased traffic |
| you've never tried Direct Mail marketing before, then | | | | to your business. |
| you just aren't aware of it's incredible value. For | | | | 6. Send a Monthly Newsletter: Feature new products, |
| pennies on the dollar, you can design multiple versions | | | | timely tips, employee of the month, ideas for products, |
| of a direct mail campaign, assign a unique identification | | | | upcoming events and seasonal sales. It's great for |
| code to each version and then test different elements | | | | getting new customers interested in your business |
| of those designs and measure their success. Then it's | | | | while also keeping existing customers informed and |
| just a matter of refining your design to increase the | | | | involved. |
| response rate even more and soon you'll hone the | | | | 7. Mail a Coupon Calendar: Send your customers a |
| ultimate direct mail weapon for your marketing arsenal... | | | | monthly calendar where certain days are coupons. |
| that you can use for years to come. | | | | You'll be amazed at how many sales a single calendar |
| The industry average on response rates for direct mail | | | | mailing can produce. To cut down on printing and |
| campaigns hovers right around 2%.What do you think | | | | mailing costs, you can include this calendar as a page |
| is one of the cheapest, yet most effective, direct mail | | | | in your Monthly Newsletter. |
| pieces to send? | | | | 8. Celebrate Special Occasions: Make sure you note |
| Postcards. | | | | special occasions like birthdays and anniversaries of |
| Why postcards? Postcards often get a response rate | | | | customers and their significant others, then use that |
| of up to 4%... or more if your marketing is well-targeted | | | | information to show your appreciation of them. About |
| and it's designed by a marketing professional. | | | | two weeks before a special occasion, mail out a |
| Postcards are not only inexpensive to print (from | | | | couple of coupons... one for something FREE and one |
| many online printers) but they also don't require | | | | with a special discount. |
| opening... all the recipient has to do is flip the card over | | | | 9. Conduct a Monthly Contest: Mail your customers a |
| to learn more... no muss, no fuss. | | | | contest slip they can fill out and submit for a monthly |
| When it comes to designing direct mail, copy is | | | | drawing. This brings people into your store and helps |
| definitely King, but to catch the attention of today's | | | | expand your mailing list for future promotions. This too |
| consumers your marketing pieces have to stand apart | | | | can be part of your Monthly Newsletter. |
| from the crowd and pack a punch with truly valuable | | | | 10. Throw a Private Sale: Mail your loyal customers an |
| offers. In case you're not the most creative person, I'll | | | | invitation to a private sale and give them an extra |
| get you jump-started with the following direct mail tips | | | | discount, or a chance to buy at sale prices the day |
| and ideas. | | | | before a public sale. Customers appreciate you |
| 1. Mail Often: Mail regularly and mail often, but make | | | | acknowledging their loyalty. |
| your mailings relevant and interesting. The more often | | | | 11. Have a Block Party: Get other businesses in your |
| you mail to your mailing list, the more you're at the front | | | | area to join forces for a block party. Bring in rides, |
| of those customer's minds when it comes time to buy. | | | | games, clowns, or other attractions. Make a big |
| 2. Use Testimonials: Ask your customers to write a | | | | sidewalk sale part of the event. Advertise, Advertise, |
| review of your business or product, then send a copy | | | | Advertise! Before the big event, mail coupons and |
| to your mailing list with an invitation to visit you...and | | | | special discounts to your list and ask your partners to |
| throw in a coupon with an expiration date as an extra | | | | do the same. |
| incentive! | | | | 12. Give back to the Community: Send out a letter to all |
| 3. Use a Loyalty Program: Reward your customers for | | | | your customers announcing that a certain percentage |
| continuing to do business with you. Setup triggers that | | | | of sales during a specific period will be donated to a |
| alert you when customers have reached a certain | | | | local charity and ask them to be partners in that |
| purchase level (or track and collect 5 to 10 "punch | | | | endeavor. |
| cards") and mail them out a note recognizing the | | | | 13. Mail Customers convenient Reminders: "You're due |
| accomplishment along with a coupon or discount as a | | | | for an oil change", "Time for Fido's grooming again", |
| special thank you. | | | | "Wow, Anthony's turning 10! Time for some bigger |
| 4. Create a Referral Program: Ask your best | | | | shoes!". Customers respond well to reminders like this |
| customers to provide you with names and addresses | | | | and appreciate you taking the time and effort... even |
| of friends and colleagues whom they think would | | | | though it's an ad, it's still a nice reminder for a product |
| benefit from your products and services. Send these | | | | or service they know they need. |
| referrals a promotional offer and reward the original | | | | 14. One final tip, if you offer a nice benefit for replying, |
| customer with a gift as well. Don't forget to use an | | | | then arrange for postage paid return... response rates |
| incentive to get your customers to join the program. | | | | can hit 8% or more! |
| 5. Hold a Seminar or have a Guest Speaker: Conduct | | | | Hope you enjoyed these ideas and you see increased |
| a training seminar or organize a speaking event that | | | | revenue by using them! |