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(A word of warning though) You have to enter this knowing that most of your mailings will go unread, but at least it’s cheaper than other advertising methods.
Large companies like Capital One, know their mailings DO work – they’ve spent a fortune fine tuning and testing these campaigns. But just to warn you – direct mail can fail, and they are ones, usually, small to medium businesses send out, because they don’t understand what they are really doing.
If it’s done right, it will make your profits increase dramatically, and when it’s done badly – it can eat into a budget, so be very careful!
There are 2 types of mailings:
If you don’t do much mailing – start doing some now. It’s easy to not email out of fear of upsetting clients, scared of bombarding them with too many mails, thus losing a sale.
That’s crazy and it’s to nobodys advantage.
Actually, most sales emails are helpful and quite genuine. I was once told “You’ve got to be mad to not listen to a salesman – they might have something you need!” So next time you receive a mail or telesales call, consider that it could well be in your favour.
And there really is nothing wrong with sending out 2 mails each week.. So don’t worry.
I have noticed that many clients are sitting with 1000’s of email addresses – yet they aren’t contacting these clients. That’s like throwing money down drain. They could say NO, then again they could say YES to your product. Imagine if a further 10 bought your services next week – how do you feel about not emailing those customers now?
Try it today….. Think of something you can offer these customers, you must have something you can offer! Even something for free. Send them a letter and measure response. If it works, mail them and measure results. If it keeps on working, keep on doing it!
The best email is a personal communication with a customer you know. It may read as follows:
I wanted to follow up after your purchase of (your product) on (date) to see how it's working out for you and to thank you for your continuing business. If you have any questions or concerns, please let me know by return email, or feel free to call my private phone number.
Your customer is going to open, read and appreciate an email like this. They may even respond to it, and even if they don't, it doesn't look like spam or bug anyone. And they probably will appreciate that.
Give it a go – you’ll be surprised.
Christopher is a Sales Promotion Expert and owner of an ad company