New Customer Welcome Programs
2. Information on other products available for sale.
This can take the form of catalogs or other inserts. Even if you don't have enough products to develop a catalog, educate new customers on the breadth and depth of your product line. This gives them an opportunity to find another item to purchase sooner rather than later.
3. Discount offer for a second order.
A two-time buyer is more profitable and more likely to respond to future promotions than a one-time buyer. Develop a special new buyer offer to ride along with the first purchase—a discount off a second order, a "free with second-order purchase" offer where the "free" item is highly desirable. Highlight the fact that this offer is exclusively for new customers.
4. Unannounced free gift.
Who doesn't love a surprise gift? The gift needs to be something of interest to most new customers. It doesn't need to have a high price tag, but don't give away the lime green wallets no one wanted to buy at any price. An unannounced, bonus gift tells new customers they're dealing with a company that delivers greater value than anticipated.
5. Member-get-member/get-a-friend offer.
When a new customer has received the purchase, it's an ideal time to get the newly converted to extol your virtues by sharing the "find" with a friend. Consider including material for a get-a-friend promotion. Offer a discount or free gift to both the new customer (as a thank you for sharing with his/her friend) and the friend; of course, the offers to each will be different. For example, you could offer a 10 percent discount to your new customer and then extend to the customer's friend the same prospecting offer used to acquire the initial customer.
How will you welcome new customers? Consider your audience, other active promotions, and what is operationally feasible. Like every other aspect of direct marketing, this is an area where testing different options is imperative to finding the best solution for your business. No matter which approaches you choose to take, saying "Thank you" and, "We appreciate your business," always is valued and often rewarded with additional purchases.