Dell Uses Mail to Increase Share of Customer
A new customer who has just bought a high-ticket item is likely to be in the market for similar products, as demonstrated in a effort that was part of a Dell direct mail campaign.
Mailer Name: Dell
Date Mailed: November 2015
Your customer’s just shelled out some serious money, whether it’s a car, a computer, you name it. All of a sudden, everything associated with the old product – the one being replaced – is no longer good enough, is it? You have to persuade them to replace those things too.
Inside, the two-panel spread begins by going into more detail, showing “smart deals and sound savings” on four items, like wireless speakers.
But there’s more. “Exclusive offers are just the beginning”, the second inside panel begins. It goes on to list five reasons for the customer to buy from Dell rather than a competitor, such as “easy financing” and “comprehensive support."
To build a relationship with a new customer, offer a discount on allied products while reminding them of all of the other ways you can provide benefits.