Northern Virginia Postal Customer Council (PCC) recently hosted a seminar titled Results Driven Marketing in a Down Economy. The May 20 seminar featured guest speaker Doug King, a Postal Service Direct Mail strategist.
According to King, the current economy presents opportunities for those who market with Direct Mail. Direct Mail is the leading method for acquiring new customers. “You can have a great business with loyal customers but if you fail to keep filling the funnel with new customers, your customer base will fall off,” said King. Direct Mail is targetable; you can market by location, demographic or interest.
Direct Mail is cost effective and measurable way to grow business. King stated that the first time a customer uses your business they are only a visitor. “It is the second and third purchase that matters,” said King. Mail gives you flexibility to create customer loyalty by communicating with your customers on a personal level. Sending customers a thank you within the first 2 weeks after a purchase and sending a unique holiday greeting are just a couple examples of this personalization.
Surveys show customers prefer mail as their preferred channel for receiving promotions from companies they already do business with.
Direct Mail is a powerful branding tool. It puts your brand directly in the hands of customers and prospects. “You can breakout of the commodity rut and bring your brand alive with mail,” said King.
Adding mail to your marketing efforts enhances the strength of other media. Over 58 percent of marketers use Direct Mail as part of a multichannel marketing effort.
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