When a business uses direct mail as a marketing method, its purpose is either to generate a response or build brand equity by staying connected. It’s worth us saying that while this article focuses on generating responses, it’s not always the only goal, you are investing in building a relationship. 

If the goal is a response, it could be an immediate response that takes place as soon as the mail is received or an action that is the result of numerous smaller campaigns. 

A response is the main goal of most promotional direct mail and you as the sender must enable this to happen. It doesn’t matter if every single household that receives the mail reads your message, it’s the response that counts. It’s the response that you will use to measure the success of the campaign. 

Tell Them What to Do

Your business won’t receive a response if you don’t facilitate it to happen. This involves outright asking for one! Tell your customers exactly what you want them to do and how they should do it. Make it clear and concise. 

The simpler it is to do, the more responses you will receive. Complicated response methods, with unnecessary steps or lengthy forms, will only serve to put people off.  We live in a very fast-paced world where businesses that reduce customer effort will always win. This doesn’t mean you should leave out important information to reduce response time/effort. Make sure you collect all of the details you need in order to progress that potential customer on to the next stage of your funnel. 

Offer Multiple Methods

Don’t limit customers to one and only one way in which they can take that desired action. Not every recipient will prefer the same response method, so offer them choice and freedom. Although it might be more efficient for your business to receive calls or emails, and although you might have one preferred method, it doesn’t necessarily serve all customers. The same can be said for any response method. Consider requesting responses via email, phone, web forms, and social media inboxes too. 

Include a Physical Response Method

Something that might not seem worth doing is allowing customers to reply using a physical form or slip of paper. Surely this is complicating the reply method for the recipient since it requires more effort? 

Well a physical reply form, even when it’s not used as the chosen response device, acts as a reminder of what is required. It highlights that you the sender, expect a response and it can even increase the number of calls, emails, and other digital communications you receive.

Of course, some recipients will actually use the physical method of replying so you should make sure it’s an adequate way to receive the information you need, leaving plenty of space for the response you desire. 

Tempt Them In

An incentive could offer that extra push to action, where a lack of one wouldn’t. Good examples of incentivized offers in direct mail are things like free samples or trials (physical coupons or digital codes) and time-sensitive discounts and promotional deals that create a sense of urgency. 

Please give us a call if you would like assistance formatting any of the above elements within your direct mail design and message. Our team of Zairmail specialists is on hand to assist you with every step of sending out your first direct mail campaign. 

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.

Our primary goal should be to build relationships rather than just driving the volume of transactions. Relationships, in turn, can lead to transactions and tend to be much more enduring. Our relationship, over time, can actually become part of the product offering.

Relationships are based on trust, and trust can grow stronger, based on experience over time. This works well with existing customers. We have the opportunity to re-enforce the trust we have earned with each new experience.

With new customers, we don’t have that type of rapport to build on. So, how do we get them to “take the leap” and start building a relationship?

In order to build trust, at a minimum, three conditions must be satisfied.

1. The prospective customer understands the offering and the benefits.
2. The prospective customer is aligned with your brand and values.
3. The prospective customer believes you can deliver.

Here are four suggestions that can help you satisfy these conditions for new prospects.

Offer Free Trials

Offer free trials when it is financially or logistically feasible. Sometimes there are variations on this theme that work as well. We probably can’t give a potential customer a new car, but we can give them a test drive. The offer can project confidence in the offering, and the first-hand experience will lower the risk and uncertainty in the mind of the customer. The lower the perceived risk, the easier it becomes to take the next step.

This can also invoke a sense of reciprocity. We shouldn’t do nice things for people expecting that they will return the favor and get angry when they don’t. But, if we can do the right thing, to build trust with our customers, they are more likely to treat us right in return.

Video Content with Real People

Customers do not do business with products; they do business with people. The more they know about you, your offerings, and your brand; the more likely a relationship becomes. One way to accelerate the process is to humanize your company using video that features real people. If you can use footage, that helps prospective clients visualize the outcome or benefits they can expect from your offering, that also helps to reduce risk and build trust.

An explainer video can also be an option to consider if actual customer testimonials are not available. The more clearly a customer can visualize your offering(s), and their success, the easier it becomes to take the next step.

Send Something Tangible

Digital marketing should not be ignored in 2020, it is an important piece of the marketing landscape. However, tactile (tangible) experiences provide physical evidence. 

If you can give your potential customers something to read, hold, or hang on the fridge, you can instantly build more trust. Direct mail still provides this opportunity to reach out and touch someone, even if they are not actively looking for you. You can also build on the earlier suggestions by sending premiums or free samples (when feasible).

Regular Communication

We need to focus on building a rapport with our customers (prospective customers). The more positive experiences a customer has with our offering/brand, the more comfortable they will be expanding their relationship with us and sharing their experience with others.

The purpose of every communication, direct mail, or email, for example, does not have to be promotional in nature. Give your customer valuable information, share some positive news, let them know you are on the same side. This will help you and help others; while staying relevant, and building (positive) top of the mind brand name awareness.

Once you have a relationship built on trust, it is up to you to maintain it. Deliver what you have promised, solve problems promptly when they surface and be an advocate for your customer. 

Consider this, isn’t this how you would like to be treated? Why should your customers be any different?

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.