We can help you do it all. Call us now to find out more on 08457 950 950 or visit www.royalmail.com/marketing-services Royal Mail, the cruciform, the colour red and all are registered trademarks and all are trademarks of Royal Mail Group Ltd. SME Direct Mail Guide Royal Mail Group Ltd 2012. All rights reserved. Customers how to find, keep and develop them with direct mail
Three simple steps to help your business 1. Find Attracting new customers. 2. Keep Holding on to them. 3. Develop Getting to know your customers and meeting their needs. Why your business could really win with mail... There is one way you can be sure to attract new customers and start building profitable personal relationships direct mail. Mail has a proven track record of helping businesses find and keep customers the lifeblood that fuels your business. People like receiving mail (as long as it s relevant). It gets one to one attention enabling you to talk to all your customers by name, sharing tailored messages with only the customers you want. It costs a lot more to attract new customers than it does to retain existing ones, so anything you do to stop losing customers (or get more from existing ones) can dramatically improve profitability. More and more businesses are discovering the power of mail to generate new customer leads and drive up sales and it could do the same for you, whether you re in the business-to-business or business-to-consumer markets. and we can help you do it all 2 3
Find Your future customers are out there. But how do you find them? Finding new customers and making that first connection can be tough. You ve only got the briefest moment to grab their attention and show them what you have to offer. You re competing with other eligible businesses in the same industry, so how exactly do you make a good first impression and woo new customers? Customers want personally-tailored tangible communications that they ll remember, and this applies equally when talking to consumers or to other businesses. Top Tips Use lots of images in your mailing to really show off your products or services. Keep it simple a brief letter or postcard with short snappy text and bullet points is a great way to deliver your message. Give customers a reason to respond straight away try creating a special offer but don t just give things away for free, get contact details so you can get back in touch. Think about including testimonials from other satisfied customers to reassure people about the quality of your business. 4 5
Keep Now you ve got your new customer, how do you keep them, and why bother? What are the real advantages to retention? Studies across a number of industries have revealed that it s up to seven times more expensive to gain a new customer than to retain an existing one*. Long-term customers are more likely to purchase other products from you, and if they re completely happy with the service they re getting, they re even likely to recommend your business to others. Make sure the first sale wasn t a one-off by keeping in touch with customers who ve bought from you before. If you haven t heard from a customer in a while, remind them about your products or services or let them know what s new. *Source: Bain & Co Top Tips Thank customers for choosing you people like to feel their custom is valued. Encourage your customers to come back by enticing them with a special offer for example, thank them for their custom by offering them 10% off their next purchase. Send your customers an update telling them about all the new things you have on offer. Sending postcards can be a quick and inexpensive way to try out new ideas and generate a quick response. Send regular catalogues and magazines so that customers can see your full range of products. 6 7
Develop Listening to what customers need and accurately responding is the key to success there s no doubt that the better a company serves its customers, the more success it s going to welcome through the doors. Businesses spend millions trying to attract new customers or win back lapsed ones and yet often neglect to develop their existing customer relationships. So how do you make sure that you re keeping everyone happy? In a nutshell, you need to know who your customers are and what they want. Successfully managing your relationship with your customers involves digging a little deeper and finding out more about their purchasing habits, their opinions and their preferences. Top Tips Ask your customers for their feedback it encourages them to get back in touch with you. Reward your customers for recommending you money off their next purchase is a proven technique which helps build customer relationships and gets them to do more business with you. Show your appreciation for a recommended customer with an offer of their own. Think about designing your mailing with something that makes it easy for customers to recommend you, for instance a tear-off strip or business card. 8 9
10 benefits of direct mail 1. Personal Addressed mail is literally designed to reach an individual. A mailing can have a unique design and is delivered straight into people s hands, getting their full and focused attention. 2. Universal Everyone consumes mail and Royal Mail provides access to virtually everyone in the UK. Our network covers 99.9 per cent of the UK population. 3. Tailored Mail can be personalised to individuals or groups. That unique flexibility enables greater relevance, delivering greater impact. 4. Targeted Mail can focus on the relevant audience (e.g. by interest, demographics, purchase or behaviour). This reduces wastage your message only goes to those you select. 5. Direct Mail doesn t compete with, and is not dependent on, other content like communications in magazines, newspapers or online. It is actively consumed so it delivers much greater engagement and understanding. 6. Flexible & Creative Mail has few restrictions compared to other media (size, weight, shape, colour) leading to limitless creative possibilities. The creativity cuts through and gets people talking. 7. Measurable Mail is one of the easiest media to measure, responses can be attributed directly to a specific activity. 8. Portable A letter, leaflet, brochure or mail pack can be taken anywhere. Customers love the fact that they are in control and can read the information when it s convenient to them. 9. Physical A mailing can affect all five senses: sight, sound, smell, touch and taste. Mail is the only medium to provide the creative possibilities to engage the customer on all levels. 10. Complementary As part of an integrated campaign, mail has a strong role in providing personal, compelling messages delivered directly to the recipient s household, into their own hands. 10 11
Final thoughts Whatever your business objective: Generating new business. Increasing sales to existing customers. Building customer loyalty. Re-establishing contact with lapsed customers. If you want to talk to existing or potential new customers on a one-to-one basis, direct mail is the smart choice. 12 13
Direct mail works well for most businesses it not only helps you FIND new customers, it helps you HANG ON to them once you ve got them! And we can help you do it all from getting the most out of your customer data to helping you create your mailshots. Call us now on 08457 950 950 for free help and advice on how to get the best out of your direct mail campaigns or visit www.royalmail.com/marketing-services to find out more about using direct mail. 14 15