Email, Direct Mail & Sampling, Page 2

Okay I have my customer list.  Now, what?

Build a relationship

Use email and direct mail to build a relationship with your customers.  Write once a month.  Don’t always ask for something. Invite them to a promotion like an open house.  Thank them once in a while.  Give information on new hires, new products. And of course, send offers for savings.      

Make an offer

Discount offers are a tried and true method to build traffic for your product or service. 
Use discounts to:

• Provide exposure to potential customers
• Provide new distribution methods for your product or service
• Advertise in a less expensive way
• Increase business during slow periods
• Bring in new business
• Bring in repeat business
• Build loyalty
• Track customers
• Thank longtime patrons 

Make the information and/or offer worth the customer’s time.
I just received a coupon for a complimentary lunch for two, plus $100 off if I book an event at this restaurant. I will probably use this coupon.  I also received a coupon for a free desert at a restaurant 20 minutes from my home.  That is not worth my time.

Rule of thumb:  if you wouldn’t use the offer yourself, don’t assume that anyone else would.  Make the offer worth the time and the money you spend to send it out.

Include disclaimers on any coupon/special offer.
These may include such disclaimers as:

• Not valid with any other offers or certificates.  $xx maximum discount Tax and gratuity not included.  Not valid on xyz days. Not valid on holidays.
• Limit one coupon per couple. No cash value.  Valid with groups of 12 or more. Must be booked in advance with sales manager.

ALWAYS include the expiration day, month and year. Expires xx/xx/xxxx.

Include your company name, address, phone and website.

Design your email and/or direct mail offer to stand out from the crowd. 
Use of color, graphics, easy navigation, large postcards, handwritten addresses, real stamps, all help attract the customer to the offer. Pick out several samples of email and direct mail that made you stop and look  What was it that appealed to you?

We are most likely to open or look at advertising mail when:           

• It looks like a check 
• It contains an offer  - some kind of discount or coupon
• It provides something for free – like a free sample
• Save the email and direct mail you get this week and put aside the ones you actually looked at before you tossed them.  Think about what it was that made you stop and look.  

Remember that like all advertising, customers need at least 3 repetitions before they really “see” an ad.  This is why the neighborhood Realtor sends a monthly newsletter, and why you keep getting the same offers over and over.

Include the coupon or offer in your existing print ad.  Cost to you will be added advertising space, but you save postage and handling.

 Pay attention to the subject line

• We’re in a big hurry, so the subject line may be as far as we go to see whether or not to open an email.  Think of the subject line as headline writing – short and to the point.  Example:  25% off Lynn’s shoes
• Pay close attention to be sure your subject line isn’t confused with spam.  Make it look like an email you would open yourself.

 Pay attention to your sender address

• Pay close attention to the email sender address – lots of people won’t open email from senders they don’t know- make your sender email address recognizable –use your company name in the address.

Don’t send attachments

• Do not send an attachment - Hire an artist or web person who can make your offer come up as regular email. 

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