When it comes to your direct mail marketing strategy, one of the core elements that you always need to be positioned to use to your advantage is loyalty.
People have grown weary of traditional advertising to a certain extent, as evidenced by the millions of people who use ad blocking software online. But the one thing that people will always look for is a good recommendation from a friend or loved one – and make no mistake, that is absolutely what you want to get in on.
Not only is this why a customer retention strategy should always be a priority (remember that it’s less expensive to retain an existing customer than it is to get a new one), but it’s also a way to expand your lists and reveal even more prospects if you play your cards right. You just need to keep a few key things in mind.
The Power of a Good Referral Program
It doesn’t matter what type of business you’re running – a good referral program goes a long way. As you send out direct mail postcards to the people on your direct marketing lists, consider including referral bonuses for new people that they bring to your door. It could be a coupon where both the existing customer and their friend get 10% off, for example. Auto body shops have been doing this for years – “if you bring a friend, you both get a free oil change” is just one of the many ways you can take this ball and run with it. So long as the incentive is relevant to both your brand and the interests of your customers, you won’t have to work hard to convince someone that it’s a good idea to participate.
The key is that you’re taking the loyalty someone already has for your business and you’re using it to create a legion of new customers. At that point, your current satisfied customers BECOME a natural part of your marketing campaign. Rest assured, the raw potential of your voices when properly combined is something that you literally cannot afford to ignore.
If you have any additional questions about how to get your customers to start doing your marketing on your behalf, or if you’d just like to discuss your own direct mail marketing strategy needs with someone in a bit more detail, please don’t hesitate to contact us today.
