Direct Mail: Is Bigger Better?
Eighty percent of those budgets are now being used to expand and enhance the regular customer's experience, with the 20 percent leftover used to mine and find new consumers. It's easier to sell an existing client who is already familiar with your products or services.
Because a comfort factor has been established, the key is to give the client a reason to spend more. Many retailers have mastered this using customer data analysis. They target their marketing efforts based on past buying habits and how they can drive consumers to newer, more profitable items. Sharp automobile dealers use amazing analytics and know most of their customers come from within a 15-mile radius. They use lists to saturate specific, highly targeted ZIP codes, which can be accomplished at a reduced rate using the USPS Every Door Direct Mail program.
Keep your list fresh and updated. Purge deadwood and test well to find the best ways to target your selected audience with an enticing offer, eye-catching colors and impact shapes (ever consider a pop-up box?) to capture their attention.