Keep Them Coming Back for More: Customer Retention & Direct Mail

by | Feb 6, 2019 | Commercial, Content, News, SmarterPrint

We’ve all been there, you’re in what appears to be a concrete relationship with a customer and then, poof, the next day they’re gone and taking their business to your competitor. The cliché, “it’s not you, it’s me” sometimes seems insincere and you’re left wondering where you went wrong. We’re here to give you some honest advice, if you’re struggling with customer retention, then the problem isn’t with your customers, it’s with you. So, what can you do about it?

Customer retention can and should be a multi-faceted approach, but one effective channel which should never be overlooked is direct mail. Utilizing direct mail to retain your current customers means more than sending a simple postcard or discount flyer, your direct mail needs to have something a little extra-special to remind your customer how much they mean to you. You wouldn’t try to win back your ex with a generic card and your customer is no different. Remember, everything is fair in love and war, and this is especially true in the world of marketing! Consider the following direct mail tactics to nurture your current customers and win back the ones you’ve lost.

Personalization:

We know we talk about the importance of personalization a lot, but we think it can’t be emphasized enough. Personalization is often the key to unlocking the door of a successful direct mail campaign. Don’t settle for mail that is bland and generic, instead connect with each customer individually. Make your customer feel as if they are your only customer and that their happiness is how you measure your own success. Personalization may sound daunting but it’s not. Through the use of Variable Data Printing you can easily produce large quantities of direct mail advertising pieces but still have each piece tailored to every customer. Personalize your loyalty program pieces, remind them of your products which might aid their future purchases, or use an image that you know will resonate with them. Your options to personalize a direct mail piece are limitless through VDP and you should be utilizing it for every piece you send.

Creativity:

Every marketer wants to be creative, but how many actually are? Direct mail is the perfect landscape for some major creativity yet so many direct mail pieces are ubiquitous and dull. Don’t let your mail pieces blend in with the crowd! You wouldn’t purchase a loved one a boring gift, you’d pick something to excite them and encourage them to further connect with you. Customers want to feel excited about your brand and it’s up to you to create that opportunity. From scented stocks to 3D effects, there is an endless list of ways to show off your creativity and grab your current and previous customers’ attention. Create a piece that would stand out to you and get you talking to others about it. Nobody gets excited about receiving a simple flyer and coupon because they’re boring and overused. Think about all the mail you’ve received this week, which, if any, of the pieces have stood out to you?

Feedback:

Give your current customers a way to be heard. Even though negative feedback can be hard to take, it’s part of maintaining a healthy relationship. Without feedback, you can never improve. Utilize current customer data to prepare a direct mail piece which will address their concerns and frustrations. Customers like to feel heard and valued and showing them that you’re aware of their needs can build a sense of appreciation and trust. If there are customers who have had a bad experience, personalize a piece to incentivize them to return, if there have been issues with any aspect of your customer service, use direct mail to share how you will resolve the issue. Be transparent through your mail pieces so that your current customers can see your determination to better serve them now and in the future.

To learn more about customer retention and your options with direct mail, please contact one of TAG’s experts today!

Elevating Your Web2Print Portal with the Power of Video Training

Elevating Your Web2Print Portal with the Power of Video Training

To thrive in the world of print ordering websites, embracing innovative approaches is essential. Video is a game-changer that can transform your web2print portal, benefiting both training and product showcasing. 1. Engaging Training: Replace static guides with...

Give Them Your Brand

Give Them Your Brand

It’s a competitive business landscape out there. You are constantly seeking effective marketing strategies to enhance your brand recognition, customer engagement, and even motivate employees. Look to promotional products to help. Branded products serve as tangible...

Our Web-To-Print Solution Wins Honors

Our Web-To-Print Solution Wins Honors

Web-to-print technology has revolutionized the printing industry. The traditional core benefit enables businesses to streamline their print ordering processes saving time and money.  The latest developments are positioning ROI as the greatest benefit. Today, web2print...

The Role of Print in Omnichannel Marketing

The Role of Print in Omnichannel Marketing

There is a common misconception that if you are doing digital marketing then you do not need to have print marketing in your strategy. This however is far from the truth, since print plays an important role in reaching your consumers. Print also yields some of the...

Millennials Embracing Print Like Never Before

Millennials Embracing Print Like Never Before

Get your stamps ready! There has long been a misinterpretation that Millennials are focused on digital and only digital. The truth is, that businesses can utilize other communication styles like direct mail to get their attention equally, if not more successfully....

Print Has a Place in the Metaverse

Print Has a Place in the Metaverse

Can the metaverse increase your response rates 6.5x – read on. The metaverse is the next big technology advancement set to change how people interact with one another forever. This fictional world creates a virtual space that focuses on social connection. So, what...

Impact of Digital Privacy Protection on Direct Mail

Impact of Digital Privacy Protection on Direct Mail

In a digital world where consumers are more and more concerned about their data privacy, major players like Apple have implemented extensive privacy protection policies and tools to provide greater security. Along with these new security measures come many new rules,...

Knowing The Right Time to Refresh Your Print Collateral

Knowing The Right Time to Refresh Your Print Collateral

If you haven’t looked at your marketing collateral, there is no better time to start. An essential part of driving new business is your company’s printed sales material. Remember, every part of your marketing collateral needs to communicate your company's message,...

Talient Action Group Implements Prinect Heidelberg System

Talient Action Group Implements Prinect Heidelberg System

Prinect-Heidelberg system to increase print automation. [MANCHESTER, NH, February 2022—] Talient Action Group is excited to announce their implementation of Prinect a Heidelberg prepress system. The Prinect system is a prepress workflow that automates the processing...