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Direct Mail Campaign Idea
Marketing to Your Database
When it comes to generating repeat business and referrals, there is no better investment than marketing to your database.
By maintaining connection with this key group, professionals can tap into a valuable source of deals through leveraging the trust and familiarity that has already been established.
Why Should You Market to Your Database?
To answer this question, we must begin with what your database is. Your database is your list of past clients, prospects, community connections... the people you know and have a relationship with. They have interacted with you or your business on some level. And based on that interaction, they trust you and would be willing to refer you; you just have to remind them to.
This key group represents a goldmine of opportunity for professionals across various industries. Here's the reality - it is often far easier and less expensive to win business from a previous customer than generate business from a new customer.
The people that are part of your database are warm leads, compared to cold leads you may try to generate.
Let's say you have invested considerable effort in cultivating relationships that eventually become your clients. However, as time passes, communication dwindles. Suddenly, you discover they're using another business in your same field for services you could have provided.
The impact extends far beyond missing out on just one deal; it represents missed opportunities for recurring business and someone who could potentially champion your business by being an excellent referral partner.
The cost of losing touch with your database is too high.
Keep reading for cost-effective strategies on how to consistently stay in touch with this key group.
How Do You Market to Your Database?
Want to maintain consistent contact with your database? Direct mail should be the foundation of your strategy. It's proven effective, allowing you to reach your exact audience at the optimal time through a medium that remains relevant today.
Your database marketing direct mail strategy consists of three key elements:
BUDGET
Consistency trumps volume across the board. Regular, smaller mailings (12 times yearly) outperform larger, infrequent ones. And connecting with your database will prove easier because their conversion time is shorter than a new customer. They know you and your product already. Aim to build your budget around reaching your database at least 6 times annually.
DATABASE
Success depends on clean, current data. How do you effectively capture customer data? And how do you keep that data clean over time? We offer a free guide for database management, or our team can assist you directly.
CONTENT
The success of direct mail depends on standing out in the mailbox. Don't be afraid to do something different. Mail a local events calendar to your past customers. It will be something they hold onto and each time they reference it, they'll see your brand and be reminded of your services. Sending promotional content is helpful as well. Send exclusive offers to past customers that are personalized based on the data you have about them. Whatever it is, get creative with your multi-touch direct mail campaign.
For over two decades, we've helped across industries maintain connection with their databases through automated drip marketing. Get in touch with our team today to customized your direct mail strategy aimed at generating repeat business and referrals.