2) Entice the Potential Columbus, Ohio Client
Put yourself in your future customer’s shoes. Why does this customer need your company’s product or service? What are they missing that you are able to provide? If you received a call, an email, or a mailer from your company with this message, how would you react?
Give your new connection a call to action- something for them to do upon receiving this information from your company. For example your ad might say “Go online to our website for more information!” You could also offer a coupon in your direct mail piece to use when your client books their first appointment. This is just another example of how to incentivize future customers.
3) Customize Your Campaign
In order to capture the interests of your potential new client, you need to show them that there is a distinct reason why you selected them to receive your campaign information. Making a customer feel valued and important is more likely to make them convert to an actual repeat customer. Use the data you’ve received from the targeted mailing list and personalize your message using that information. You can also offer special discount codes or coupons for something that your data shows they are already interested in to get them to explore your store or inquire more about your product.
4) Make Your Approach Unique
Think of how much mail you receive in your email inbox or your physical mailbox daily. Consider how you can design your campaign to stand out amongst all of the other messages your potential customer is already receiving. What keywords and imagery would get a potential homebuyer to look at a realtor’s brochure they receive in the mail? What if the realtor’s pamphlet was twice as tall as your average letter sized envelope and had gorgeous shots of the interiors of fabulous homes for sale in a popular new neighborhood? Would it grab your attention when you went to retrieve your mail and had to get the pamphlet out after all of the other mail because it was too large to grab on the first try, forcing you to place it on top of all of the other mail as you walked back up your driveway? Could something so simple, yet uncommon give your direct mail piece more presence? Customized mailing lists from Capital List could give you insight on whether large family homes or downsized condos might be the best imagery to hit home for your target market. Visit our article “8 Ways to Get Your Direct Mail Opened” to see other tricks on how to boost your open rate.
5) Experiment and Integrate Your Data
Not everyone on a direct mail or email database might be a good fit for your product or service. Be sure to spend time evaluating what works and what might need improvement. Test out some of the variables: demographic, geographic, delivery method, etc. with a new mailing list to see if one of the other factors helps you to find what works. When you figure out this information, don’t just make a mental note of it, integrate it across all of your media platforms- in how you handle customers on the phone, what statistics are available on your website, how your phrase your survey questions, etc. Check out the article on Push Vs. Pull Marketing here (“Capital List’s Solution to the Divide Between Push and Pull Marketing”) for more suggestions on how to adapt your marketing techniques to fit your audience.
Modify these techniques to fit your needs and improve the success of your direct marketing leads. To find out more about how Capital List can help you customize your mailing list data, give us a call at 1-888-299-5478 or fill out our Get a Quote form!