chart with pins

Are you up for a surprise? In a customer satisfaction study of 10 major industries, nearly three-quarters (72%) of respondents indicated that they were delighted with the products or services they purchased, yet 88% said that they were willing to switch providers for any reason!

How can this be? If customers are happy with the products they buy, how can they switch so easily? Because so many companies offer products and pricing similar to one another’s. That’s why maintaining customer loyalty takes more than the basics. You have to make people feel valued, not just by offering them great stuff, but by how you treat them. Give them a great customer experience.

According to Price Waterhouse Coopers, 73% of consumers consider customer experience important in purchasing decisions. This means that all things being equal, they will go where they feel most valued and appreciated.

That’s why a consistent, high-quality drip of customer communications is so important. It makes customers feel noticed and valued, not just when you want them to purchase something.

  • Set up a series of “nurturing” mailers throughout the year. Make it a continuous client contact program that demonstrates that you are sincerely grateful for their business at regular, pre-planned intervals.
  • Use the data you’ve collected to grow your relationship with these customers. Offer valuable tips, newsletters, and case studies that remind clients of your commitment to service, value, quality, innovation, and loyalty.
  • If you are going to cross-sell or upsell, make those suggestions valuable and relevant to your customers based on the information you have collected, such as their past purchases or subscriptions that are expiring.
  • Ask for their feedback. People love when you ask their opinions. Now act on what you learn. Communicate through tangible actions that you not only care about what they have to say but are willing to act on it, too.

Direct mail isn’t just for customer acquisition marketing anymore. It is a critical part of effective customer retention.

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large farm silos

Got a silo problem? If you’re like most companies doing targeted and personalized marketing, you do. You may have plenty of customer data, but it might be in different places (silos), and these places often aren’t talking to each other. As a result, your marketing is less effective than it could be. 

Here are some risks to having siloed data: 

  • Unhappy customers. Whenever mail gets lost because you have the wrong address, whenever a mail piece arrives with a bad name, or you offer to sell a long-term customer a product they already own, you risk alienating that customer. 
  • High costs. The average price of every piece of returned mail is $3 (Source: Pitney Bowes). This is not just the postage and printing. It’s the cost of the piece coming back to you, figuring out what went wrong, and taking the time to fix it. 
  • Lost sales. How many marketing opportunities are lost because the data on customers’ preferences and behavior is siloed in different departments? That translates into lost revenue. 

Let’s look at five steps for getting rid of those silos. 

1. Connect inbound mail to outbound mail.

Build in tracking mechanisms that allow you to connect the incoming to outgoing mail. This can be as simple as adding a barcode unique to each participant. When the response envelope comes in, the barcode is scanned. This connects the incoming mail to the outbound file, linking the customer information together. 

2. Centralize data capture.

Centralize mail processing in one location. Capture mail coming in from marketing, sales, customer service, web forms, and anywhere else in your company. 

3. Extract what you need.

Your mail contains lots of essential details that can be useful to your print and digital marketing. Extract all of the insights you can, including names, addresses, channel preferences, transaction history, and customer surveys. Input it into a centralized database that can be accessed throughout the organization. 

4. Look and learn.

Assign someone with a marketing and data background to analyze your database to understand what it tells you. Contained in there are critical nuggets about customer behavior, channel preferences, and more. Need help? Just ask!

5. Put it to use.

With a closed-loop on your mail communications and a centralized, up-to-date database accessible by all departments, you have a powerful marketing tool at your disposal. Take what you can learn and use it to improve your targeted and personalized direct mail marketing or other customer communications. 

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