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Email, Direct Mail & Sampling, Page 3

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 your offer worth the customer's 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.

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