3 ways to build customer loyalty through direct mail

Establishing customer loyalty poses great challenges. In today’s digital era, markets have reached a high level of transparency, enabling customers to possess the ability to compare prices and products, ensuring they find value for their money, regardless of the provider.

We are all guilty of seeing a product we like, and immediately search for a better deal, and so with this capability, customer loyalty is extremely rare.

So, how can your direct mail campaign build customer loyalty?

Step 1: Involvement

When customers receive mail, they tend to be more engaged than they would when browsing through emails or digital ads. Typically, a direct mail item demands more of the customers attention than its digital counterparts.

Direct mail that recognises and involves the customer, going beyond the traditional ‘junk mail’ stereotype offers much greater value and enables stronger connections by acknowledging the individuality of each recipient. Through customer involvement, direct mail can reward existing customers to maintain loyalty and deliver memorable experiences, whilst also attracting the attention of potential new customers, prompting them to consider the brand when making a purchase.

Step 2: Reinforcement

In this world filled with digital noise, from emails, display ads to social media, we must find a way to break through this chaos and provide value to our customers, and through launching a direct mail campaign, this will meticulously target and involve them with a more personalised approach. This approach can cut through the noise, setting your communication apart from the numerous other marketing efforts they will encounter.

In conjunction with your brand elements, this strategy will strengthen your brand identity and ensure your customers think of your brand when they embark on their purchasing journey.

Step 3: Making an effort

This step is important in communication or marketing tactic, but in regards to Direct Mail marketing, taking the time to personalise and target your mailing, using the correct data and messaging, can create a strong connection with recipients and in turn build a level of customer loyalty.

Here at Stannp we use a high quality print material, for example, our postcards are printed on 300gsm print stock, so when these arrive to your customer it creates the impression that you have spent money and effort on what your customer receives. When a customer feels valued by the effort taken to communicate with them, there is a high possibility that they will continue to use your service.