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Keeping in touch with your existing clients, key business introducers and making potential clients aware of your products and services is essential for all businesses.Larger businesses spend a considerable amount of time and money capturing data, so that they can target us with new offers. Retailers introduced club/membership cards with the incentive of loyalty points/bonuses,in order that they can get a better understanding of our spending habits and to encourage us to remain loyal to their brand.
Small businesses can also benefit from being pro-active. The first step is having a system to capture your customers contact information and then maintain that information in line with current data protection guidelines.
Most customers do not mind being contacted if you have something of interest or a good offer.
Direct Mail - letter writing tips
- Write in the present tense
- Use short sentences and paragraphs
- Always show how your product/service solves your prospect's problem
- Be clear and to the point. Explain the benefits of your product/service.
- Always use a PS as it the last words to be read.Relate it back to your key message
- Always talk to the reader as "you" and write from "I" rather than we, especially if you are making a promise
- Use short, tried and tested power words: you,now,new,bargain,solve,guarantee,exclusive etc.
Before sending any direct mail, do your research. Find out the correct person to approach in the company so that your communication can be personally addressed.
Follow up within five days with a telephone call to ensure that they have received your letter and understand your offer.The letter and telephone call are all about getting a face to face meeting. Statistics show that 75% of all business gained is by face to face contact.
Email newsletters
Email newsletters are cheap, easy and can be effective.There are no printing and postage charges and there are no restrictions targeting your existing customers or contacts that have agreed to receive your newsletter. Newsletter should always contain the option to unsubscribe.
Key Tips
- Keep short and punchy
- Rather than long articles, allow readers to link to any articles of interest on your website.
- Make offers to attract attention.
- Do not make too technical
- Avoid too many images as you may get problems with firewalls/filter controls
- Undertake a "spam" check before sending
- Get somebody to proof read
After sending the newsletter, monitor any bounces, wrong email addresses and review your the statistics with regard to
- How many opened the newsletter
- Which links to your website were most popular
- Any direct feedback
- Any business gained.
At A1 we are able to help you with the above services.
For a specific discussion about how we can help with your direct mail or newsletter, then please contact us on 01865 378559 or email
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