March: Your Quarterly Massage
Marketing
Targeted Mailing —
Low Cost, High Return
Last month we encouraged you to think about your
ideal clients,
who they are and how to reach them. This month, March, we discuss building
your business by focusing your efforts on reaching your ideal client
in an efficient and friendly manner.
However, I hear many of our customers start to
hyperventilate as they consider a mailing to all their clients.
My “breathe into a paper bag” approach to mass-mailing
fear is that you don’t have to mail everything to all your clients
all the time. “Targeted mailing” is a current marketing
buzz word. Take note — it’s easy to do and saves money.
Targeted mailing is sending the right message to people who want to
hear it.
This sounds odd, I know. Why should you spend money and effort on people
who already know who you are? Because targeted mailing encourages your
regular customers to come in a little more often. It rewards clients
for referring you to their friends and family, thereby expanding your
business. It makes new clients feel welcome and valued (which will
hopefully encourage them to visit regularly). And targeted mailing
reminds people that you are available to be part of their healthy life.
Here are some general targeted mailing suggestions:
Send a postcard with a special offer to just your regulars.
Regular
clients are the most likely to respond to a good offer. Experiment
with messages. See what generates the best response. For example,
mail one set of cards to Group A with the message, “Buy
one, get one free.” The second set goes to Group B with the
message, “Buy
two, get 50% off.” It’s the exact same offer.
Take note
to see which message gets a higher response. If your customers overwhelmingly
respond to the word “free,” your future offers should
include that word.
Stay in your clients’ thoughts with
greeting cards.
Send “Birthday” cards,
send messages of thanks, tell them “it’s been a while” and
you’d like to see them again soon. Send new clients “Welcome” cards.
We all love mail that isn’t a bill. And any reminder of the
excellent services you offer gives them another reason to smile.
A note: It’s never a bad idea to include some sort of “call
to action” in all your customer correspondence. This doesn’t
mean you write “Call me NOW!” That would be a bit much.
There is nothing wrong with telling clients you hope to hear from
them soon or that you are always ready to be part of their healthy
lifestyle.
And don’t forget your contact information on everything you
send out or hand to people.
Reward your referrals!
I cannot stress this enough. 70% of people
in the U.S. are significantly more inclined to buy a product or service
when it has been referred to them by family or a friend. Every client
who recommends you is giving you the best advertising you could hope
for.
My therapist sends me a “$5 off” postcard every time someone
on her table mentions my name. I love her work but the icing on the
cake is that $5 coupon — it’s like two prizes in one.
And you can bet I call that week to make an appointment.
They make up a large portion of your business
and are likely your most devoted fans. If you want to see if targeting
mailing works, take a few minutes, create an offer that's good for both
you and your clients. Then mail that offer to ten clients. Chart who
you sent the offer to, how long it took to get a response and who responded.
I'd really like to know how targeted mailing works for you. If you
have done something similar to the suggestions in this article already,
or if you try the Ten Postcard Experiment, send me an email at info@naturaltouchmarketing.com.
— Eileen Ryan
P.S. For ideas on creating specials check out our March
2005 article on Promotional Mailings.
March's article is by our Marketing Coordinator,
Eileen Ryan. Every job Eileen has held has been all about "creating
an experience".
She started at the age of ten on the neighbor's farm plowing a half
acre, planting sweet corn and taking it to the Olympia Farmers' Market.
That's when she realized customers weren't buying corn; they could
buy that anywhere. People were helping a little kid be a farmer. Since
then, Eileen's turned people onto the taste of fresh bread, the passion
of reading, the challenge of the English language, gold rush triumphs
and failures (mosquitoes included), new car thrills and the sun on
fields of lavender. Her goal for Natural Touch Marketing customers
is to give them every possible tool to demonstrate they are professional,
gifted, educated and caring. Check out her blog, Marketing
Matters, for fresh, timely marketing advice!
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