Staying
in contact with customers and prospects helps generate new business and new
customers. Using the postal system can be an effective way to make those
contacts because mail almost always is properly delivered, it can be automated,
it is relatively inexpensive and it can eliminate time-consuming return phone
calls.
Mailings to customers and prospects will usually take one of two forms – a
personal letter or a direct mail piece with or without some type of insert.
Each has advantages and each can be used for specific objectives. Here are some
ideas to help you use mail to generate business.
Personal letters
Even in
the age of electronic communication, nothing gets someone’s attention like a
personal letter. The reader can read it at their convenience and usually a
personal letter commands a certain degree of attention not found with other
types of communications.
Personal letters are especially effective to convey a sense of personal
attention and can be used to follow up on an initial contact or to thank
someone. Ideally, the letter should address a topic that has already surfaced
in earlier conversations and be used to demonstrate that you were thinking of
the person and their needs. A good example is sending a letter along with a
copy of an article that you saw in the trade press that addresses an issue
facing the customer or prospect. A thank you letter for an order or a referral
is also always appreciated.
Personal stationary, using stamps and making a few handwritten comments on a
printed letter demonstrates that you thought enough of the reader to spend the
time, effort and money to stay in touch.
Direct mail
Using
direct mail can be similar to using individual letters, only on a less personal
basis and sending the same thing to many people. Direct mail as a part of an
overall marketing plan can produce results, but it can also be a waste of
precious resources if not done properly. Here are some of the keys.
Goals of the mailing
Purpose
Issue
Comments
Immediate sale
Generating a sale
with direct mail requires a very strong offer, a sense of urgency and an
easy way for the sale to take place.
An offer of a
pre-approved credit card, with a very low interest rate that can be
activated with one phone call is a good example.
Initiate an inquiry
Generating new leads
with direct mail usually requires a message that is focused on the
prospect’s needs and positioning your product or service as a solution.
Good examples
include an invitation to a seminar on investments to reduce taxes or a
simple postcard from a local furnace repairman offering to inspect and
clean your furnace or air conditioner.
Staying in touch
Organizations that
offer relationship-type services often use newsletters to build a
favorable presence of mind with customers or prospects so they think of
the company when they are ready to make a purchase decision or consider
a change in a relationship with another company.
Good examples
include financial institutions that send stock market commentary along
with promotional messages on a recurring basis.
Materials to be sent
Item
Issue
Comments
General comments
Most direct mail
pieces take one of four forms – a simple postcard, a letter, a letter
with an insert or a newsletter.
Post card
This is an easy way
to communicate a minimal amount of simple information quickly and
cheaply. Be sure to include contact information on the card.
Letter
Personal letters
(addressed to the reader) tend to get relatively high readership. The
more you can do to make it look like a real personal letter and eye
catching, the better. This includes using a date, a signature
(preferably in a different color ink) and some level of graphics, like
bulleted lists, interesting headlines and attractive fonts.
Letter with an
insert
Including a product
brochure with a letter is common. The insert should describe the
product enabling you to focus on using the letter to sell. Try to focus
on customer benefits in the letter and include a call to action. Also
consider adding a “P.S.” to the letter since the beginning and the
ending of the letter are most commonly read.
Newsletter
Newsletters can be
effectively used to surround your marketing messages with useful
information the readers can use. Newsletters generally have an
informative nature and a regular frequency that keeps your name in front
of potential customers.
Newsletters are
often thought of as glossy, four or eight color pieces. However, common
publishing software can make it easy to create an effective, simple two
page black and white newsletter easily and cheaply.
Having a good list
Item
Issue
Comments
General comments
The quality of your
list is paramount. Before starting a direct mail effort, consider
establishing three different data bases of names – customers, prospects
and leads. For any specific mailing, you may want to include only one
or two of these groups depending on the nature of the mailing. You may
even want to exclude certain customers or prospects if you are concerned
that the mailing would be inappropriate for them.
Existing customers
Existing customers
are frequently the best source for new business, however you must
respect the existing relationship and ensure that any mailing to this
group reflects the existing relationship.
For example, the
announcement of a new product or a “staying in touch” newsletter would
be appropriate while a “cold prospecting” mailing may not be well
received by this group.
Existing prospects
Individuals that
have already shown an interest in your product are ideal for including
in a mailing.
Cold leads
Every person you
hear or think of that is a potential buyer of your products should be
added to your mailing list. Every person in your organization should
have a short information form for names and addresses of leads to be
added to your mailing list.
Buying a list
Purchased lists can
be effective, but they have drawbacks, such as bad or out of date
information. If considering purchasing a list, try to screen larger
lists down to those individuals most likely to become valid prospects.
Use geographic, demographic, titles and other limitations to get the
best list you can. The costs of screening will probably be more than
offset with reductions in mailing costs.
Keeping a list
current
Keeping a mailing
list current with address changes and changes in personnel at companies
is difficult. Consider adding language in your mailing to make it easy
for readers to notify you of changes. Also, consider adding a “Change
Service Requested” statement to your envelope. The Post Office will
then notify you of changes and forwarding information. There will be a
charge, but it will help you keep your list current.
Mail
Processing
Item
Issue
Comments
Who does it?
Implementing a
direct mail effort does not necessarily mean using an outside service or
mailing house. Mail/merge software, found in most word processing
programs make letters and envelopes relatively easy to create and using
stamps or your postage meter can work very well for relatively small
mailings up to several hundred.
Consider using a
mail house
If your mailing is
larger, using an outside service can save time and money. Bulk mail
rates are usually available when quantities reach 300 and will save you
about 15 cents per piece.
Choosing a mail
house
Most services have a
set-up fee for each mailing and then charge on a per piece basis. Be
sure to thoroughly understand all the costs including list processing,
printing, insertion and mailing. If your mailing is very large, the
mail house may be able help you save money with alternative design and
printing ideas.
Equal Housing Lender.