Direct mail can build customer relationships, burnish company reputation
A recent article in National Mortgage Professional Magazine provided some tips for best practices in three types of direct mail marketing: relationship-building marketing, targeted marketing and reputation-building marketing.
There are many ways to build relationships through direct mail, such as by sending holiday cards and personalized messages to current and potential clients.
The magazine said direct mail can also be used to carry out a targeted marketing campaign by providing a tailored message to customers regarding a product or a solution specific to a challenge or problem they may be facing.
Using direct mail to created a reputation-building marketing plan is also possible, by including credible expert information or advice along with targeted, relevant messages, the source stated. Of course, to maintain a good reputation, a business will want to send out mailings in a timely manner and ensure the material reaches customers. To this end, address validation software and other postal mailing software can prove invaluable.
According to the Guardian, businesses must be sure to be flexible in their marketing campaigns, using different tactics in different environments, and being responsive to what is working and what is not. Through the use of analytics, businesses can see what parts of their marketing campaign are working and what needs to be revised.