Businesses can leverage many channels to accomplish their retention marketing goals—direct mail included. However, sending simple postcards with discounts and offers generally isn’t enough to keep customers engaged. Consider the following three creative direct mail tactics to foster continued brand interactions and boost customer retention.
Take an Omnichannel Approach
Direct mail becomes even more powerful when combined with digital marketing channels. Send a campaign that drives customers to your loyalty program registration page or an online contest. You can also leverage your analytics to engage customers. Send mail triggered by important digital interactions: initial purchases, abandoned shopping carts and newsletter sign-ups. Once triggered, you can send a postcard with an offer personalized to their customer profile.
Gamify the Experience
Gamification is another popular method brands use to motivate customers. Create a direct mail campaign that drives customers to an online gaming experience that doles out desirable prizes. The game doesn’t have to be complex, something as simple as a digital scavenger hunt will have customers exploring your website while searching for exceptional offers.
Turn Customer Complaints into Opportunities
While it’s not easy to hear bad customer feedback, this negative interaction can be translated into a positive one with direct mail. Leverage the data you collect on customer support channels to address your customers’ issues. Whether it was a product, shipping or customer service concern, be sure to send a personalized mailpiece with an offer to rectify the situation. Your customers will appreciate the attention.
In Conclusion
Direct mail is a powerful channel for retention marketing. Go beyond your tried and true methods—sending offers and discounts in the hopes of re-engaging your existing customers. With a few creative additions, you can create an effective direct mail campaign that will help you keep customers coming back for more.
