What is direct mail?
Direct mail is actually two separate things used together. Postcard printing is a form of advertising through bold, impactful images on a plain postcard, usually with the minimum required information and contact details placed on the back of the postcard. These postcards are designed to engage the recipient, spark their curiosity, and introduce them to your business. Direct mail is a commonly used distribution method for a variety of advertising mediums. Direct mail distribution is where advertising literature is sent directly to all potential customers within a specific area. This usually means hand delivery to everyone’s door within a reasonable distance of the business.
What is direct mail used for?
Direct mail can be used for a variety of advertising needs. It can be used to introduce local residents to a new business in their area, advertise a seasonal sale or promotion, and introduce customers to a new service or product being introduced by an existing business. Postcard images are designed to make an impact, address unconventional concerns or issues, or reveal stunning beauty to pique the recipient’s curiosity about the images and the business behind them. They can also be used to make existing customers feel special and unique by providing images that appeal to them and including personal messages of thanks from the business to the consumer.
Why is it important to keep in touch with customers?
The use of direct postal mail to keep in touch with existing customers is very common among small and large businesses alike. It is essentially a cheap, quick and easy way to show customers that they are special, unique and valued as customers by your company. This is necessary for any business in any industry to ensure that the business maintains a regular level of repeat customers. This provides the business with economic stability and growth. A customer who feels valued and respected is much more likely to repeat her custom with her business in the future than one who feels like “just a number.”
How to say it the right way
Of course, there is a right and wrong way to communicate with your existing customers. The goal of direct mail is to make the customer feel unique, valued, and respected, and there are plenty of opportunities for a business to accidentally make a customer feel just the opposite. Remember to include customer names whenever possible, not just “Dear Sir” or even “Dear Customer”. These types of greetings are blatantly generic and insincere. You should also make sure to study the buying patterns of your customers and build a database that determines the type of customer each one is. You should develop a selection of groups that will help you tailor your advertising to each customer. This will mean developing a selection of dog-themed postcards for people who buy dog products, cat-themed postcards for those who buy cat products, etc. This will bring the postcard down to a much more personal level.