Find new customers and keep the ones you have with direct mail

By Fred Hernandez, Director of Marketing, Modern Postcard

From personal experience, I can tell you that direct mail has always been a key component of my marketing programs because how effective it is at helping me achieve my two main goals: finding new customers and then keeping them.

Combined with the right mailing list, direct mail is an ideal way to cost-effectively target a specific audience. The ability to zero-in on prospects and target them based on demographic, psychographic or firmographic characteristics gives direct mail a distinct advantage over other forms of marketing in finding those prospects that are most likely to buy. A recent Pitney Bowes study showed that 40% of respondents have tried a new business for the first tie based on a piece of direct mail they received.

A recent Pitney Bowes study showed that 40% of respondents have tried a new business for the first time based on a piece of direct mail they received.

So, we know that by targeting your best prospects, you have a better chance of converting them to customers. But how can direct mail help you keep them? When a customer is active and buying, you have the benefit of multiple touch points and interactions working to keep the customer engaged. But what about when activity decreases and the touch points disappear? You’re at risk of losing them.

The same study revealed that 70% of respondents renewed a relationship with a business because of direct mail that they received. Believe it or not, sometimes you lose customers not because they find someone better – sometimes they just forget about you. Direct mail is an easy, cost-effective way to stay in contact with your customers when they’re not buying, and also to re-engage those customers that have drifted away.

There’s a marketing adage that says it’s harder (and more expensive) to find new customers than to keep the ones you already have. That doesn’t mean that you shouldn’t do both – you should. It’s just easier when you have the right tool for the job.

Fred Hernandez, Director of Marketing, has over 15 years of experience leading the marketing efforts of companies in the retail, hospitality, high-tech and manufacturing industries. An avid marketer, Fred often lends his expertise to clients, assisting in the development and creation of their own marketing programs.

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