Customer Experience

There are many strategies for generating new leads and encouraging past customers to become loyal fans of your brand. By themselves, these methods are fairly effective. But when combined with a multi-pronged strategy as part of an overall marketing campaign, their results can be astounding.

One prime example is direct mail. When you send flyers and other mailers to potential customers, you can expect somewhat decent results. Out of every 100 pieces of direct mail sent, about 2-4 people will respond to it in some way and about 1-2 people will make a purchase.

Yet, when you combine your direct mail marketing campaign with a follow-up, you have the potential to significantly boost your response and conversion rates—all for a minimum additional investment.

Consider this: 60% of consumers turn down a sales offer 4 times before finally making a purchase. Persistence clearly wins the day.

Direct mail follow-up is the process of making a friendly sales call or sending a marketing email to a customer who has already received a piece of direct mail from that company. It’s a way to encourage customers to keep the brand top of mind the next time they need those particular products or services.

Direct mail follow-up also encourages customers to act more quickly. Often, people will save a company’s mailer to remind themselves to check out the company at a later time—and then they forget all about it. A friendly call or email can remind the customer about the brand and nudge them along the buyer’s journey.