Hot Off the Press
Reading offers a variety of benefits to business professionals, particularly in strengthening leadership skills. Check out these five reasons reading makes you a better leader.
Every Door Direct Mail: Your Secret Weapon
If you run a local business or a larger regional or national organization that relies on sales and support from local neighborhoods, the United States Postal Service’s Every Door Direct Mail (EDDM) might be just what you need to take your marketing to the next level. If you haven’t tried EDDM, you could be missing a tremendous asset in your mix.
EDDM is perfect for the following:
• Increasing awareness.
• Boosting traffic at retail locations.
• Promoting special offers or events.
• Delivering coupons.
• Driving new customer acquisition.
If you aren’t familiar with EDDM, it just might be the most cost-effective way to reach local customers using direct mail. It’s simple and does not require mailing permits, paperwork, or drop-offs at the Post Office.
To use EDDM, go to the USPS’s EDDM mapping tool, enter the desired ZIP Code(s), and select the carrier routes you want to mail to. If you’re going to mail to specific demographic audiences, such as by age, income, or household size, you can identify the best ZIP Codes to reach them.
So what are some things you need to know to take the most advantage of the program?
1. EDDM addresses to LOCAL POSTAL CUSTOMER, so you won’t be able to personalize by name. Instead, design a great mailer to grab attention and gather more detailed customer data on the back end.
2. Make sure that EDDM is a good fit for your marketing goals. Your offer is not going to be relevant to every household in your chosen ZIP Code(s), so make sure the products or services you are selling are relevant to enough of your audience for the promotion to make sense.
3. Invest in the front end. Because you cannot personalize with EDDM, you’ll need to be creative. Use high-quality images. Write a compelling call to action. Tell a powerful story.
Every Door Direct Mail is an excellent tool for the right campaigns. Give us a call to see what it can do for you!
Fortunately, there are some tips out there to help you write a powerful newsletter in order to connect with customers, promote the brand and grow the business.
Securing Your Customers’ Loyalty
Your customers are a hot commodity. Everybody wants them. So how do you keep them loyal to you? Make your relationship so great that they don’t want to go anywhere else.
1. Market in the age of “me.”
Know your customers well enough to give them a personalized experience. This goes beyond targeting with basic demographics like gender, age, and household income. Look at the channels your customers respond to, when they make purchases, and what they buy. Acting on this data helps your customers see that you know and care about them. It helps with cross-sells and upsells, too!
2. Coupons galore!
Consumers have a love affair with coupons, including mobile. According to Juniper Research, mobile coupons are 10x more likely to be used than printed coupons.
3. Don’t be channel agnostic.
Know which channels your customers are most likely to respond to, then use them. If a customer requires two emails to respond but responds the first time to direct mail, get them on the “mail first” list. If someone else is more likely to respond to an email than a printed newsletter, get them on the “email first” list. Keep your branding, message, and imaging consistent regardless of channel.
4. Ask their opinion.
Use response cards, personalized URLs, and other survey mechanisms to get your customers’ opinion on products, services, and potential business changes. When one specialty retailer wanted to give its location a facelift, it used a targeted direct mail piece with personalized URLs to ask its customers about products and services they wanted but the company didn’t offer. It got an earful! The retailer incorporated the most popular suggestions, and its sales soared.
5. Remember to say “thank you.”
Everyone likes to be appreciated. Send a personalized “thank you” letter, postcard, or other mailer once in a while. Attach a no-strings coupon or discount just to engender their goodwill . . . and you will.
Gaining customer loyalty doesn’t have to be rocket science. You just have to put in the effort.