Reposted from my Mint Condition Blog of July 30:
You’ve had your launch party, your anniversary event or your networking fair. You’ve collected dozens if not hundreds of names and addresses. Now, what are you to do with these? Tradition dictates that you send a mass mailing. But are you going to get the maximum return on a mailing? After all, your marketing budget has been slashed.
A recent Profit Impact of Marketing Strategies (PIMS) study found that companies who kept up their marketing budgets during a recession gained, on average, an additional 1.3% of market share during the recovery period. Given that, how can you assure the best ROI on your marketing mailing?
Asses Your Options
Is a mass mailing the right option for you? We know that our business culture is in the midst of a dramatic shift and is becoming much more consumer driven. The local option has most often become the more appealing option. Are you giving the personal touch that customers are looking for? Are your clients local enough to maximize face time with them? Perhaps rather than mail, you want to actually stop in and talk to your client face to face.
Let’s say your business is internet driven. In such a case, an email blast might be the best option to effectively reach your customers. They clearly are comfortable with contacting you via technological means, why not stay within their comfort zone?
Or maybe your client base or event was so big that you can’t possibly visit each customer personally. A postal mailing might actually be your best option.
But how to best approach any of these mediums?
Make It Relevant
The most essential tip across the board is to make sure that you are speaking TO your customers… not just speaking.
Present information that is relevant to the market—information that is relevant to your customers.
How many mailings or emails do you get that don’t really tell you anything? And where do those mailings end up? In the circular file to be sure.
In addition to keeping abreast of your market’s climate, it’s important to keep abreast of your target market’s climate as well. This way you can confidently address the current pain and how your company helps relieve that pain. This is certain to speak to your customer base.
If it’s Email Make it Legal
Many reputable small businesses do not educate themselves on Anti Spam Laws. This can get you in trouble with the FTC. Two provisions in the law are often overlooked by unknowledgeable email “blast” senders:
- Opt-out methods must be provided. A response mechanism must be provided for the receiver to opt-out of any future commercial messages from the sender. In addition, opt-out requests must be processed for at least 30 days after the initial commercial email was sent, and senders have 10 business days after an opt-out request to stop sending messages to that address. Messages cannot be sent to the opt-out requestor on behalf of the sender by any other entity.
- Commercial email must be identified as an advertisement and it must include the sender's business name and valid postal address. The receiver must be clearly informed that the message is an advertisement or solicitation, he must be told he can opt-out of future mailings, and a valid physical postal address must be included in the message.
Make it TransPromotional
It has been said that 80% of business is repeat business. So, build upon documents you are already sending your customers. Whether it’s a quote, monthly statement, invoice or confirmation, tailor a solution or special offer to meet that client’s needs.
If they’ve ordered 400 rolls of recycled paper towels for their office, offer them compostable plastic cups at a reduced price on their next order. Whatever your business, TransPromotional Marketing is an easy way to reach a customer you are already in contact with.
Additionally, if your customers pay their bills online, you can include this in their payment confirmation email.
Make it Memorable
This may be a bit blunt, but you aren’t a design expert. Leave this to the professionals. Understandably many companies are on tight budgets these days and it’s easy to think that your design work can be done by your office manager, your wife or your teenage son. Chances are, unless they are design professional, you’re going to get inferior design work and it will reduce your company’s perceived value.
If you’re hoping for maximum ROI, you’ve got to make the investment. Go local. Go freelance. Go big budget. Go small budget. But be sure to get a competent designer who understands how to present your best face to the world.
Make it Measurable
Create a way for the customer to touch you back. By bringing the card in, the customer receives a 20% discount on spa services. Offer two for one dinner entrees when they present the mailing within the next three months. Have a giveaway which requires that they email you back by a certain date.
This allows you to measure which customers are responding to your contact and how to tailor your list for the next round of mail.
Don’t Overdo It
Know when enough is enough. Although you want to stay at the top of mind for your customers, if you slam them with too much information, it just gets annoying. Find a comfortable pace at which to send your info and keep it up. Stay consistent, but don’t pester.
If you’re unsure of how your pieces are being received, ask your best customers to answer a survey. Find out from them what they think is good information, how often they would like to see it, or if it’s even being read.
You Need Professional Help
Enlist the help of a Marketing/Creative Services firm. Most local shops will work per project at a reasonable rate. This is a great way to increase your perceived value, and thus, your market share with a nominal investment.
Jennifer "Mintie" Scanland is the CEO and Creative Director of Mint Condition Creative Solutions, a freelance-based creative services firm. For more information visit http://www.mintconditioncreative.com
