How Direct Can Your Mail Be?

It’s just common sense. Prospects will respond better to mail that addresses them directly or makes a reference to something showing that the marketer understands their needs.

Mind you, I’m not talking about an invasive type of knowledge.

I’m referring to a service type of knowledge that allows you to ask questions such as: “Are you still at 116 Oak Street?” and “Did you want to use your credit card again?” or “With your last order you asked for iced tea? Would you like the same beverage or something different? We have a two for one special on a 32 ounce bottle of Coke.” Depending on your database or record keeping, you can more easily engage your prospect and show that you care about their preferences.

A good example is a hotel that keeps a record of a customer’s room choices. If they know that you are a non-smoker, there is no need to ask if you want a non-smoking room. Doing so would convince you they really don’t know you at all.

Pizza houses who can track your last order and who know whether you prefer Coke or Pepsi show they care about you, and in providing top service.

The same type of depth to your database allows you to create more meaningful messages tailored to your customers. If you know their likes and dislikes, their color preferences, whether they are right or left-handed, what their last purchase was and when they last bought, you can create an intelligent, thoughtful, and helpful message to them.

Every envelope that arrives at a person’s doorstep should offer an adventure to the recipient. This might take the shape of exciting information about existing products, such as new colors or features, or enticing price cuts or offers. If your mail piece doesn’t offer some adventure, then it does not do its job.

Good letters start with good information about your customer base. Keep your database up-to-date, and your client contacts will become intelligent conversations, rather than 20 questions.

Albert Saxon is president of Saxon Marketing, Springfield, MA.