For most businesses, a key factor preventing growth is a lack of customer loyalty, which results in customer churn and a lot of potential customers/clients ignoring the work you produce.
As dated as the analogy of the ‘leaky bucket’ is, it is still just as relevant now as it ever was. If your churn rate is as high as your acquisition rate, you’re going to have a serious growth problem. Many businesses are still led to believe that online/digital marketing is the way forward when it comes to promoting their business. And in a way, this is correct! With the ways in which you can reach different audiences through channels such as social media, there are endless opportunities to build a brand online.
But more often than not, people are quick to forget one aspect of marketing that always seems to be pushed down to the bottom of the pile. Printed media! After hundreds of millions of vouchers sent in the mail, it’s safe to say that direct mail is a tried and tested medium within a customer loyalty programme. By offering your customers an offer or voucher via print, you are more than likely going to see a return on your investment. Here are some ways businesses can use direct mail to encourage customer loyalty:
1) Personalised messages: Personalisation is the key to building customer loyalty. By using valuable data such as purchase history, businesses can create personalised messages that resonate with each customer. This can lead to a stronger emotional connection with the brand, which in turn inspires customer loyalty. You can check out our page on personalised mail here.
2) Exclusive Offers: Businesses can offer exclusive deals and promotions to loyal customers. By offering these incentives, customers are more likely to continue shopping/using your services and build long-term loyalty. They may then recommend you to friends which is also a key way in which businesses can gain clients.
3) Rewards Programmes: Direct mail can be used to promote rewards programmes that offer points or other benefits to customers who shop regularly with the retailer. This can help to incentivize customers to continue shopping with brands and build loyalty over time.
In today’s world, it would be naive to expect businesses to go with a paper-based-only approach; it simply would not work. However, combining direct mail with digital channels can help to amplify its effectiveness. Digital channels can be used to provide more information and facilitate engagement; however, direct mail can be used to create a more emotional connection with customers. By tapping into the key benefits of both channels, businesses can create a more well-rounded customer experience that includes both emotional and informational engagement.
A combination of offline and online marketing can create a powerful tool to inspire loyalty from existing customers, reduce churn, and ultimately, grow sales. Direct mail can be used to reach a wider audience, while other customers may prefer online-only communication. Recognising this not only helps businesses widen the net of their reach but also takes into consideration the requirements of their customers. Believe it or not, not everyone is going to like the approach you take, whether it be through digital media or printed materials!
By targeting a specific area or by sending your advertising to a list of pre-approved customers, you can easily connect with potential new clients. And because direct mail is one of the most effective forms of advertising, you can be sure that your message will be seen by a wide range of people.There is no minimum audience size when it comes to direct mail. You can reach as small or as large of an audience as you want. The maximum audience size you can reach with direct mail will depend on the service you use. Some direct mail services have no limit to the audience size you can reach. No matter what your audience size, you can reach them.
Here at Alpha Response, we send out a plethora of direct mail to a variety of clients on a daily, weekly or monthly basis. Whether you are looking to produce 1 bespoke large format banner, 1 million personalised Direct Mail postcards; or anything in between, Alpha Response are the go-to business for you. If you would like some more information regarding this solution, or would be interested in a demonstration, please get in touch with a member of the Alpha Response team today.