Selling a customer on a new channel is a challenge, but one with a solution, as this direct mail piece shows.
Mailer Name: The Home Depot
Date Mailed: September 2014
Professionals in the home improvement space are an important segment of this retailer’s customer base. Whether they are general contractors, painters, plumbers, or landscapers, they are a recurring source of store traffic and sales.
“GET INSTANT ACCESS TO SAVINGS AND MORE” reads the front of the envelope from the store’s PRO program. The call to action is directly below: “Subscribe now to get FREE email offers and savings.” The cell phone image with the $25 off incentive sweetens the deal.
This is not a complex direct mail package. Inside, the envelope holds only a single-page letter. A graphic reminder of the $25 discount dominates its Johnson Box. It also has a checkpoint list of benefits for email customers.
The body of the letter lays out the steps for signing up in the clearest possible way. Each is bolded and simply stated: VISIT, ENTER, and GET. Finally, the bottom of the letter helpfully provides the address and phone of the nearest store’s location.
To increase your share of customer, you need to reach them in more than one channel, and make it worth their while.