Ian Haughton is the Managing Director of Corporate Mailing Solutions Limited, a specialist direct mail company offering a range of direct mail marketing, mailshot design, print and despatch, response handling and data processing services throughout the United Kingdom. CMS has more than ten years experience and prides itself on its hands-on, personal approach to its clients' requirements. For more information visit www.cmsuk.com
Direct Mail is often considered a way of winning new business; targeting potential customers that you have never dealt with before to tempt them with your offering.
However, direct mail can also be used in another, far more powerful way as the crux of a customer relationship management programme.
Keeping in regular contact with customers is vital for any business; otherwise, how will they know you still appreciate their custom? How will they remember your name unless you keep it in front of them on a regular basis? And how are they going to recommend you to other people unless your brand is at the forefront of their minds?
There are many ways direct mail can be employed to help businesses maintain a presence in front of customers and stay ahead of the competition.
The most cost effective form of marketing is selling to existing customers. After all, you have already done the hard work by winning them in the first place. You have their trust, so keep their loyalty by sending them regular mailings.
Customer relationship mailshots can be used to promote a range of initiatives including:
- Customer exclusive offers – the limited nature of the offer makes customers feel like they are getting something just for them
- Seasonal promotions – make customers feel that they are the first to hear about your Christmas gifts range, new summer collection, spring deals or winter warmer offers
- Sales – offering cut price deals to customers helps to clear stock to make way for new lines
Creating a good impression is vital
Managing customer relationships doesn’t stop at keeping in touch with your client base; another extremely important aspect of direct mail customer relationship management is efficient response handling. Making sure that orders or literature requests are expertly handled smoothly and quickly is vital to promote a positive profile and sometimes the best advice is to employ a response handling company to do it for you. This service is normally offered by the same company that you use to handle your direct mail.
Maintaining a strong customer relationship programme is an imperative part of any business’ marketing campaign. Using direct mail as part of that programme, as well as the efficient response handling systems that are usually offered by the mailing house, can make a significant difference. Keep in touch with your customers; remind them regularly who you are and use every opportunity to sell more to them. And when you do, make sure the transactions are handled with the utmost efficiency!
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