We are big believers in direct marketing and have different contact strategies for different customers:
• Active or hotThese are customers with whom you do business on a regular basis, the bread and butter of your organisation.
• Lapsed or lukewarm
These are clients with whom you do business on an infrequent basis. They occasionally use you for ad-hoc projects.
• Cold
These are potential customers. They are within your target market but have not yet been approached or converted.
It’s about building a rapport and remaining top of mind. All too often, businesses focus on hunting new accounts or winning new business. It’s the old adage. It’s a lot easier and less expensive to win new business from existing customers than it is to win new business from new customers.
The method of approach, design of literature and tone of voice must match the target audience if direct mail is to be successful.
We love direct mail. It tells us what your customer wants and doesn’t want. We have found this method of marketing the most informative. It’s measurable and that’s what counts.
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