It may seem odd — bizarre, to even think that there are still people out there who have little or no use for the Internet. In an age when two out of three people own a smart phone and the average person uses three social media networks, there’s still a huge chunk of the population (fifteen percent, or nearly fifty million people) who disconnect themselves from the Internet by choice. How can your company market to these customers?
The Printed Word
Much of the reason that people wall themselves off from the e-world comes down to a preference for physical rather than digital content. Just as some people prefer to hold a paper book than a Kindle, so too do others prefer to use snail mail rather than email in order to gain a sense of connection. Printed mail helps companies to connect with these customers by delivering information or promotions directly to their doorstep. Although Daily Tech reports that 20% of Americans have no Internet access, every American has access to a postal route. Creating a direct mail marketing campaign allows you to ensure that your brand and listed products end up in the customer’s hand, which is more than any email marketing campaign can promise.
It’s not just the Americans who prefer not to use the Internet who benefit from mailing campaigns. The Seattle Times reports that coupons are the newest hot commodity in the retail game, with consumers going out of their way to track down deals and even watching television shows based on cost cutting. Offering deals by mail puts your marketing in the driver’s seat by giving the customer a sense of positive energy that digital marketing could never achieve. Ask yourself: when was the last time you felt as positive about a pop-up ad as you did a set of coupons by mail?
Brand loyalty: for many companies, it’s the pot of gold at the end of the rainbow. Customers who are loyal to a brand can ensure the future of that company for years to come. But where does brand loyalty come from, and how does one develop it?
Give Consumers What They Want
It may sound obvious, but an article in Forbes.com recommends that companies who wish to build brand loyalty start by offering relevant, well-made products. Don’t sacrifice quality for a good bottom line. Customers will return for products that last, work harder, perform better or offer value that just can’t be found elsewhere.
The world does not stand still, and neither should your company. It’s not enough to develop a single product or service that customers want. Do more. Make more. Develop more. Companies that offer a stagnant product line will eventually lose the interest of their client base.
Develop a Corporate Identity People Like
People like to buy from companies that have attractive corporate identities. There are two ways to build a favorable corporate persona:
- Give your brand likability. Whether your company’s identity is based on trustworthiness, respectability, ingenuity or overall quality, your corporate goal should always be focused on building that identity. Smart marketing is one part of this equation, but equally important is living up to the name your company builds for itself.
- Philanthropy. In this day and age of social awareness, consumers like to buy goods from companies that do the right thing.
Listen to Your Customers
It sounds easier than it is: solicit feedback from your customers, and then listen to what they have to say. If you’ve recently released a product or service that your customers are unhappy with, customer feedback will guide your company down the right path. Take action before you lose customers. If your customers are demanding a new product, make it. This type of behavior strengthens the bond between your company and your customers, makes customers more likely to recommend your products, and gives them incentive to return.
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The key to a successful direct mail design will always include a few important elements. Arguably the most important, however, is that the content must be compelling in the first place. If you plug all of the appropriate information into a direct mail design template and send your message off to your mailing list, you won’t stand a chance of making it past a reader’s inbox if you aren’t giving them something worth reading. To help make sure that your direct mail design is as compelling as possible, there are a few key things you need to keep in mind.
Urgency and Call to Action
One of the most important things that you can do when creating a compelling direct mail design is to create a sense of urgency in the copy as a whole. Inform the reader of the problem that they’re currently having that can be solved by the product or service that you’re offering. Entice the reader to want to learn more about how your company can fit into their lives and make it better than it was before.
At the end of the message, you also need to make sure to include a call to action to let your reader know what to do next. This can be as simple as including your phone number so the reader can get in touch, or can even involve adding a link to your website where the reader can find out more information.
Another important factor that you’ll want to consider is one of brevity. Keep your sentences as short as possible while still being direct and to the point. Use a lot of white space and embrace bulleted lists with active words, as these are great tools for readers who want to skim your mailing but still need all of the important information.
So long as you make sure to include a few key elements, you’ll have a direct mail design that will improve your responses in a significant way.
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In today’s modern climate, it’s difficult to do business without some type of web presence. Having a website is hugely important, as it allows readers and potential clients to find out more information about the product or service that you’re offering even if someone isn’t physically in your business to greet a walk-in customer or answer the phone for a sales call. Understanding the most important pages on your website, however, will go a long way towards helping you improve your design and get the types of responses that you were expecting all along.
These are some of the most important pages on your website because they are often the first thing that potential customers and clients see when they attempt to make contact. There’s an old saying that goes “you can only make one first impression, so make it a good one.” This is especially true in the world of business-related websites.
Your home page should always include information about the product or service that you’re offering, as well as about your objective. It should be clear and concise and should have an introductory paragraph that allows the reader to first experience what you have to offer in a way that is pleasing to them.
Landing pages are the parts of your website that you use to convert leads into sales. A lead is someone who arrived at your site from an external destination. While they’re there, you want them to buy whatever product or service that you’re offering. That’s where a landing page comes in.
A landing page should always have a clear call to action and should include some type of offer. A successful landing page will be solely focused on that one thing above all else: the offer in question. It should include headlines, plenty of white space and a large number of action words to entice the reader to make the sale in question.