We rarely advise clients to use mail for communication with their customers for several reasons: most people consider that sort of mail junk, it's expensive (printing and postage fees can really add up, especially as your customer base grows), and it's difficult to gauge the response, for example you don't know how many people opened your promotion, or even how many of them received it.
Having said that, there are several situations when promotions through the mail can be useful. The best example is an advertisement of an event and you would like to send a formal invitation or congratulating a customer on a milestone in life, birthday, marriage, birth, etc.
Here are some key points for effective mail communication with your customers:
- Find a focus - decide on the 1 item you want to showcase or advertise to your customers. Your mail will get a passing glance so make it count. Advertise a sale of 1 line of items or 1 type of service. Or if you are congratulating a customer on a life event, use your business stationary.
- Draw your customers to action. If you have a promotion, give a number to call or instruct customers to bring their postcards to your store. If you have a new service, give hours and dates when the service is available. It may or may not be appropriate to list prices on your card. If you're sending a life event card, write in a small personal note that you hope to see your customer or client soon.
- Celebrate the close of business. This may sound counter intuitive, but when your client has completed their services with you, send them a note thanking them for their business. They'll remember it and you.
For more information or help with your communications, send us an email.