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Sending Holiday Mail & Email.

In Holdiay Direct Mail on November 10, 2010 at 5:33 pm
Use Mail to Reach Customrs

Create an Impression with Direct Mail

This is the time of year sellers start to think that it might be a good idea to get out some mail. Personally, I can’t say enough about direct mail. With mailboxes being almost obsolete these days, it makes a bigger statement than ever. Especially, when you’re mailing to repeat customers.

So, here are few rules to follow.

  1. Make sure your mailing piece has just one message.
  2. Prepare at least two versions of your mailing piece so you can test.
  3. Mail 1st class.
  4. Analyze the response. This can be based on 3 criteria – information seekers, retail browsers, buyers.
  5. Mail more than once. DO NOT rely on any single piece of mail to get across the threshold.
  6. Be sure to include a call to action!

 

@ sign

Email

 

If you have a list of email addresses, back up your holiday promotions with attractive, photo-rich emails. For best efforts, try these guidelines.

  1. Make sure your email has just one message and several photos.
  2. Use a commercial service that allows you to call your customer by their first name.
  3. Prepare at least two email versions of your mailing piece so you can test.
  4. Analyze the response. This can be based on 3 criteria – opens, click-throughs to your website, buyers.
  5. Use multiple emails – short and sweet
  6. Be sure to follow-up with a thank you email to buyers.
  7. For those who don’t open or respond, mail them again.
  8. Be sure to include a call to action!

Phone inactive customers

The telephone works better than the mail when you are reaching out to inactive customers. Try a simple “We miss you,” phone call. If you start with a list of questions, you will be able to find out

  • Why your customer stopped shopping with you
  • When you can expect them to start shopping again
  • Be sure to do your homework for each lapsed customer. Know what they what bought, when they bought it and add that you have similar items for them to look at now.

For support from professionals, give PRT3 a call. We’ve created direct mail and email blasts for Fortune 500 companies and small business. That number is 212 665 6773. (That what I mean by a call to action.)