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Article Surfing ArchiveDirect Mail Postcard Rules - Articles SurfingIt's a fact that your customers are your best leads. This means that the most likely people to purchase your products and/or services are the ones who have paid for them before. It's also a fact that it costs far less money to keep a customer than it does to go out and get a new one. These are the two reasons that using direct mail postcards to keep in touch with your customer database is a must. There are a few rules to follow when marketing to contacts in your company database. Rule #1: Collect all of their information. Rule #2: Don't treat your customers like prospects. Rule #3: Don't let your designs get stagnant. If the promo that you send to your database gets too repetitive your customers will lose interest and at that point you are just wasting your money on postage because your postcards won't get the attention that you want. One of your main goals should be to educate your customers about how your product or service works and this will in turn help them to get more use out of your entire line of products and services. Many times it is as simple as sending out mailings that make your customers aware of all that you can do for them. Take, for example, a California based software company called Fort' Systems. Not only do they use direct mail postcards to acquire new business, they know how to use them to effectively market to their current customer database as well. To fully understand how you will need a little background information. Fort' Systems is one of the current leading companies in Medical Practice Management and Billing Software. This means that their software will essentially run an entire medical office. The software can be purchased in any one of four levels, depending on budget and number of doctors working for the practice. Once a medical practice becomes a customer of Fort' Systems the marketing strategy is changed to reflect the rules above. They are no longer trying to convince the doctor to become a customer, they are now educating them on how better they can be served by Fort' Systems' products. Now the customer receives direct mail pieces concerning: ' Updates on software upgrades (example 1) This enables them to continue to service their customers at the highest level and also helps to strengthen the customers loyalty to Fort' Systems. Sometimes you lose customers because they either forgot who they dealt with last time they made a purchase or they received some kind of promo from one of your competitors and decided to check it out. If the customer is constantly updated about what is available from your company they will not have to spend their valuable time doing research and will be less likely to "shop around." This will help to control the normal attrition of your database to other companies. The pieces are all designed with the Fort' Systems logo prominently displayed on the front and back - the same general feel and most importantly the same color scheme. Picking a company color or group of colors and sticking with it will help to increase recognition and readership of your promo. Simply put, your customers will get to the point that they read what you send them. They need to know it is from your company before they read it because if it doesn't look like what they are used to you sending it may go in the trash without a second look. Being great at what you do is not always enough to keep the customers that you have earned. With all of the competition out there today you need to be constantly reminding your customers that you are the best at what you do. Direct mail postcards are the best way to give them that reminder. Always remember to keep mailings that you send to your database informative, attractive and most of all current. Personalize everything that you can and make sure that what you are sending to a past client actually pertains to them or their company. Anything less and your customer may start to drift, and the only people that are going to be happy when that happens are your competitors.
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