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SEND SHIVERS RUNNING DOWN YOUR SPINE? Let’s face it, if you don’t contact your customers regularly, someone else sure will. It’s a fact that many businesses lose customers through simple apathy. Not because their service was awful, or their product was terrible. Just because they didn’t seem bothered enough to keep in touch. That’s sad. Keep your relationship fresh by contacting your customers regularly. Give them exclusive deals, special offers and private sales. All they want is a little bit of attention.
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THESE TIPS WILL HELP YOU BUY BETTER MAILING LISTS
Rent current lists
How long ago were each of the addresses verified?
Choose your broker carefully
Are they reputable and professional?
Target selectively
Does your broker have lists specifically for your industry?
Avoid CD ROM lists
Data that’s been sat on a shelf for a while is usually worthless.
Always mail to a person
Avoid lists with just “Proprietor” or “Owner”. Look for real names.
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MAIL IS ONLY JUNK IF IT’S NOT TARGETED.
You’ll get a much better response if you follow these golden rules of direct mail:
Contact your current customers first
They’re a gold mine! Get the most from them first with mailings specifically targeted to their individual needs.
Buy the best mailing list you can
Don’t give your postie more work – use addresses that aren’t likely to be returned undelivered.
Repeat, repeat, repeat
Better to mail the same person three times, than mail three different people. It takes repetition for your message to sink in.
Make it personal
In this electronic age, there’s no excuse for sending standard letters – personalise every one. Order forms too if you can.
Write like a friend
When you’re writing, imagine you’re speaking to an individual and your copy will sound much more friendly and appealing.
Keep it simple
Give them enough information to get to the next step, but don’t overwhelm them.
Sell benefits not features
Features bore, benefits sizzle. Explain how their life will improve – not what the buttons do.
Test, test, test
Try different mailings with different groups and figure out what works best. Have some fun.
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