A Lesson in Postal History
3. Give them information they can use. In the exhibit you can look up any zip code and find out the demographic and psychographic information about the people who live there. My son was amazed at the household income levels of the people who live near him in Gaithersburg, MD. Mailings that give me useable or fascinating information keep me reading, get me involved and make me think the marketer actually knows me and cares enough to take the time and trouble to tell me something I didn't already know.
4. Segment your file. Early in the tour, the exhibit asks for database information about you—name, address, age, hobbies, etc.—and takes your photograph. This information is transferred onto a computer card.
Later, you put your card into a machine and your photo comes up on a huge screen, with a few hundred others. The computer then eliminates pictures as it focuses on the interests you selected earlier. It shows you as a unique customer and it shows you alone on the screen as the computer adds the information you've fed it. It's like a snapshot of true one-to-one marketing. So many clients that visit my agency tell us they still don't have the time or resources to segment. What? You don't currently mail to your past buyers and invite them back?
5. Remember to have fun with your customers! One part of the exhibit gives you a six-part trivia game with questions such as "What is list hygiene?" We used to include interactive exercises on order forms: involvement devices, contests, sweepstakes. They're fun. Let's do them again.
6. Thank customers and make them an offer. The crowning glory of the exhibit was the thank-you note with the coupon. The 10-percent discount may be tired, so you may want to come up with some unique offer such as a 15.2-percent discount, or two free postcards.