Don’t think that your direct mail campaign is over as soon as the last mailer is delivered. To make the most out of your campaign, you should practice following up with your recipients. Contacting your target audience after sending the initial mailer can increase the likelihood of receiving responses and closing sales. Maintaining relationships with existing and past clients can win you more of their business in the future. Here are three effective ways for direct mail follow up.
Remind Them To Respond
One common reason why people don’t respond to mailers is that they forget to take action. This can happen to even the most interested recipients who had every intention of responding, which is a bummer for both you and the prospect. You miss out on business, and they miss out on a great opportunity. Help your recipients by sending them a follow-up mailer a few days after receiving your offer. Seeing more mail from you can help them remember to contact you. You can also try sending mail a few days before your offer expires, reminding them that you still haven’t heard from them and that the offer is ending soon. Sometimes all it takes is a gentle nudge to get people to follow-through. It’s an easy way to make your direct mail campaign more profitable and successful.
Cross Sell and Upsell
Direct mail can be an effective tool for cross selling and upselling to your satisfied past and existing clients. (Emphasis on the “satisfied” part here, because you don’t want to waste time and money sending mailers to people who, for some reason or another, weren’t happy with your service.) The best part of targeting these people is that they’re highly likely to repurchase your product/service. One of the biggest obstacles in direct mail marketing can be establishing trust. People who haven’t heard of your business may be hesitant to respond to your mailer. These people already know you, making them more receptive to your mailer and therefore more likely to work with you again. Use these direct mail campaigns as an opportunity to invite inform your clients of new products and services, or upcoming sales and events.
Keeping In Touch
On the topic of past clients… You work hard to build your client base, which is why you need to actively work on staying connected to your past customers. Don’t let the relationship between you and your customers end as soon as they make their purchase. That’s an incredible waste of the time, money, and effort you put into acquiring them as clients. Direct mail is an excellent way to continue your relationship with your client base. Don’t assume that your past customers will remember you. We all know that adage – “out of sight, out of mind.” There’s a reason why you still receive mail from the realtor who sold you your house or the dealership where you bought your car. It’s not because they think you’ll be in the market for a new home or a new car each year. They do it so that when you do eventually want a new house or car that you’ll work with them instead of one of their competitors.