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3 Customer Retention Strategies Using Targeted Direct Mail


By Joe Harrison

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Looking for business growth ideas? Some of your best opportunities are right in front of you. Consider 80% of your future profits will come from just 20% of your existing customers.

Every time you interact with a customer, you learn more about them, accumulating information you can use to enrich the relationship. This data helps create a robust customer profile that lets you plan and execute targeted marketing campaigns.

A targeted campaign allows you to get the right offer to the right customer at the right time, using the channels they prefer, so your marketing actually enriches their relationship with you and isn’t considered an intrusion . . . or ignored altogether.

Targeted direct mail is a proven channel for customer communications. According to the Direct Marketing Association, direct mail scores a 3.7% response rate with a house list, versus a 0.62% response rate of all digital channels combined. Canada Post reports 64% of consumers have visited a website and 47% have visited a store in reaction to direct mail.

Here are three tactical ways targeted direct mail for customer retention can pay off in more sales and loyalty:
1.Printed newsletters.
Research confirms people like the tactical qualities of print and value helpful information. A monthly or quarterly printed newsletter with educational information, customer profiles or trends stories can keep the “conversation” going.
2.Special promotions.
Customer-only deals inspire repeat and add-on sales. Consider an inexpensive postcard mailing as follow-up to recent purchases, featuring an incentive on complementary products or services. Reactivate dormant accounts with special offers, too.
3.Personal notes.
Greeting cards and thank-you notes go a long way toward making your best customer feel appreciated and important. In this digital age, a handwritten note gets noticed, read and remembered!

Of course, it’s also important to keep the pipeline full with new prospects to replace the customers you lose through natural attrition. Talk to the direct mail experts at American Speedy Printing for more customer retention and lead generation targeted direct mail +strategies.

Joe_Harrison Joe is passionate about helping SMBs. He’s spent the last 25+ years building
the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.