While much of the focus of current marketing campaigns is on “generating buzz.” Customer relationships should be the most important goal. A repeat customer buys more consistently. They can even become a brand advocate, voluntarily generating leads through recommending the product and expounding on its virtues.
In a field ripe with advice on how to engage leads and create brand awareness, there is far less information available on how to create loyal customers. Obviously, the first step is to create a product that is inherently valuable, but sometimes all a customer needs is a little reminder that your services exist or that they are not using all of the ones they could be enjoying.
Direct mail is exceptional at performing these two tasks, here is why:
How Direct Mail Can Create A Great Customer Relationship
A recipient of direct mail is being engaged on a personal level. Unlike an ad on the radio or online, a piece of direct mail is experienced only by one individual. The connection between them and that piece of paper is one-to-one, creating a sense of intimacy as well as urgency.
Direct mail especially resonates with customers who have used your products or services in the past. Unlike unsolicited offers, a follow-up mailer can feel like a statement of genuine concern. Your brand is communicating awareness that the recipient used your product, and that you appreciate their patronage. Not only that, but you also want to let them know that they can get even more benefit out of your products by trying new ones they were not aware of, or maybe by using a special offer you have sent them.
Communicating Recognition
The example of a follow-up mailer brings up one reason that direct-mail campaigns can be a powerful tool for creating customer loyalty. Namely: a follow up indicates recognition. The customer is receiving attention for something they did and are being acknowledged that their purchase decision was appreciated.
Reciprocal communication like this helps establish a personal connection with customers. Rather than your organization feeling like some distant corporate office, a customer can recognize your company as a group of people who care about offering products with value.
Making Your Business Feel Like “Home”
“Home” means a sense of familiarity and comfort. Businesses that feel like home to customers make them feel rewarded with every purchase by offering a uniquely wonderful but consistent shopping experience. Your branding should also reflect the values put forth in your products. This strategy helps create a cohesive image that reminds the customer of the first time they enjoyed your products, even if they are just looking at a color scheme.
A sense of “home” does not have to merely apply to brick and mortar stores, either. Plenty of online retailers like Fangamer.com and Zappos use well-curated products and a uniform use of branding to create a virtual “space” that customers enjoy visiting.
Direct mail can be used as an integral part of this experience. Just like receiving a letter from mom after moving out, a piece of mail can conjure up fond memories of happy experiences from the past.
Because of this effect, proper and consistent branding is vital when sending out direct mail. The customer should be able to recall connections from memory based upon the envelope itself. Seeing your brand’s logo or color scheme on the envelope can be enough to relive their prior customer journeys, or to anticipate new ones. An exciting offer or new product can add fuel to this fire, making them eager to renew their relationship with your company.
When using branding to generate fond memories, quality is key. Your envelope should have detailed, beautiful printing with colors that jump off the paper. Letter Jacket uses an in-house custom printing process to ensure that every envelope meets your expectations of quality. Take a look at our products page to learn more.
