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MailWays
A free newsletter offering direct mail marketing tips from
Bi-County Mailing & American Mail Communications
January 2008
Copyright © 2008
888-MAIL-888
IN THIS ISSUE
- Successful Hunting
- Do Postcards Work?
- Keeping Key Customers
- Avoid Mail Mistakes
- Press Box
- Our Favorite Charities
- How Are We Doing?
- Hold That Thought
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How are we doing?
Check out our clients' testimonials on www.americanmail.com
About Us - What Clients Are Saying About Us page. We've included their company logos, as well as links to their websites when possible.
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HOLD THAT THOUGHT...
"Some cause happiness wherever they go; others, whenever they go."
Oscar Wilde
Successful Prospect
Hunting Takes Smarts
While 80% of your business usually comes from 20% of your current customers,
it’s important to keep looking for new customers in order to stay
in business. Finding qualified prospects — people who need/use the
product/service you offer — is the key to success.
Here are some suggestions:
- Create a “prospect profile” so you can
pinpoint your target. The profile can include industry, company
size, geography, and names of executives involved in buying
decisions.
- Stay aware of what’s happening in your target
companies. This can help you determine when they may need what you sell.
Look for clues such as major staff changes, cost-cutting or expansion
projects or the introduction of new products.
- Ask for referrals from satisfied customers. They carry
valuable third-party endorsements.
- Read targeted industry journals to obtain names of
influential people who would benefit from your product/service.
- Buy carefully targeted mailing lists.
- Create your own list by offering something free on
your web site.
- Exhibit at trade shows attended by your target audience.
Do Postcards Work? Sometimes
If your budget is limited, postcards can carry your message to your audience.
But they should be used selectively.
Here’s when well-done postcards really shine:
- To build name recognition
- To publicize special events or sales
- To drive traffic to your location or web site
- To introduce new products/services
- To serve as free coupons/gift certificates
- To attract business targets to your trade show booth
- To announce major changes in your business, such as a relocation
Keys to Keeping
Key Customers
Customer retention is about making sure your existing customers remain
loyal and keep buying from you. It’s about helping your clients remember
you. That’s why it’s important to develop and nurture customer
retention through an active customer contact program.
It’s also important to be prepared should a significant client defect to
the competition. If that happens, here are some tips from management consulting
experts to help you assess the crisis and move on:
- Meet with the client to ask for an explanation and determine if there’s hope for a future relationship
- Meet with your staff to take a serious look at why you lost the customer, and implement necessary changes
- Explain to your employees on the front line just how much each customer is worth to your business
- Meet with other clients to assess their level of satisfaction with your product/service, and ask if they’d recommend your company to others
- Review your business model to assess its impact on how you do business and determine if it’s time to make some changes
- Communicate concrete information to your staff before the rumor mill takes over
- Make some staff changes, if indicated
12 Ways to Avoid Direct Mail Mistakes
- Don’t rush into a mailing program. Think first, let thoughts percolate and ask for outside, expert advice.
- Think about your customers’/prospects’ needs and then fill them.
- Make an offer recipients can’t refuse.
- Design your mailing for pulling power, not for a design award.
- Be truthful and realistic.
- Allow enough time for the printer and mail house to work effectively and efficiently.
- Don’t assume anything. Triple check everything.
- Use strong copy, but make sure the words, tone and message fit your audience.
- Sell the benefits of your product/service, not your company.
- Offer a good guarantee and live up to your promise.
- Use external resources to maximize your administrative time.
- Don’t waste time trying to reinvent the wheel.
Our mission is to make your use of direct mail correct, efficient, effective and as hassle-free as possible. In every way possible, we will operate as an extension of your company or organization
with your needs and goals as our paramount responsibility.