Personalizing a direct mail communication to potential clients and customers can be more expensive and time consuming to execute, so direct marketing experts suggest using this method of marketing strategically. What I mean by this is when you are creating personalized or customized notes for clients, you must execute with a plan as well as a goal so you can measure the outcome which can gain a higher response rate to your marketing efforts.
Deploying a “thank-you note program” weekly is called a Marketing Campaign. When you purposely send out a communication to your customers and potential clients, the return on your investment can result in a greater percentage of repeat business, your products and services stay top-of-mind to those receiving your correspondence, and faster payments from those who have received notes.
Personalizing direct mail communication can go far beyond a handwritten note. Here are some creative ways to use a direct mail marketing campaign.
Use an online design tool to personalize the communication like a greeting card, postcard, or note by adding your company logo, maybe your photo, contact info, personal note, a scanned signature, or details of a new promotion or service best suited for the receiver.
Just because your business may cater to a special niche, it doesn't mean your marketing only speaks to that niche. That’s what marketing is all about... Being creative! For example, let’s say you have a successful after school tutoring business where you help students get a “leg-up” on their homework and general lessons. You could partner up with another business in your area that is of like-business (children), a dentist or drug store selling school supplies, and run a direct mail campaign that features your businesses with a “Back to School” theme that reminds your receivers about getting ready for back to school. The mailer is mailed to families within your target area and you can make this marketing effort an annual event.
Create cards and mailers imprinted with a funny but personalized message that relates to your business and how your business can be of service to your receivers. Although this example has nothing to do with direct mail, the television commercial for Kmart where the kids in the schoolyard say positive “you’re mama” jokes to each other to describe Kmarts layaway program is not only ingenious but hilariously funny. This could be the basis of a great funny campaign that your business could compose to describe how your products and services could be used, get your audience laughing, and getting your receivers to remember who you are and what your business is about. A campaign featuring cartoon greeting cards for a company can generate a 100% response rate of potential clients and customers who follow-up and purchase your products and services.
Send Out Cards can help your company send out direct mail marketing campaigns with a “click” of a button!
Onward and Upward!
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