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We hear it again and again, and yet it is often forgotten. It is massively cheaper and more efficient to retain existing customers than to acquire new ones. Of course, this doesn't mean that you can completely ignore lead generation. But it is worth maintaining and expanding the relationship with your existing customers.
With direct marketing measures, you can use a personalized approach to convey that you understand your customers' concerns and needs and that they are in good hands with your company.
OUR 10 TIPS ON HOW TO STRENGTHEN CUSTOMER RELATIONSHIPS WITH DIRECT MARKETING:
1. Send coupons
Reward your customers regularly by sending them coupons or voucher codes so that they can shop at discounted prices, for example. Coupons are most successful when they are tailored to your customers. Fortunately, print and digital mailings can be customized without much effort so that everyone receives the coupon that suits them best.
2. Birthday greetings
Do you keep your customers' birthday data in your CRM? Perfect, then use this for a successful birthday surprise. Whether it's a small gift by post or a nice message by email with a matching voucher - your customers are sure to be delighted to receive a lovely birthday greeting.
3. Exclusive offers for loyal customers
Many companies limit their special offers to potential new customers. Sometimes it even happens that new customers receive a product or service at a much lower price than long-standing customers. This can lead to resentment. So don't forget to reward your existing customers for their loyalty with your promotions. Create exclusive offers that you only send to your most loyal customers and make them understand how valuable this long-term customer relationship is to you.
4. Cross-selling and up-selling thanks to recommendations
You know your product range best and know which products complement each other perfectly or when a higher-quality product pays off for your customers. Recommend suitable products to your customers for their purchase or draw a person's attention to it if an upgrade brings great added value
5. Loyalty card, bonus programs
Bonus programs or loyalty cards are a very efficient way of retaining customers. Thanks to modern printing processes, it is no problem to integrate customer cards directly into print mailings. These cards can then be easily detached from the letter and stored in the wallet. Do your customers collect bonus points directly online in your web store? Then customize your emailings so that your customers can find the current points balance directly in your newsletter.
6. Communicate specialist knowledge and provide inspiration
Customer loyalty is often not just about selling more, it is also about providing added value. For example, in the form of imparting specialist knowledge or "how-to" instructions. Nowadays, inspiration is also in demand. Show your customers how they can use your product differently or how they can get the most out of it. Videos are a wonderful medium for this. Link to the videos in your newsletters or take mailing recipients directly to the video using a QR code.
7. Invite to events
We've all had to miss out on face-to-face meetings over the past two years. So it will be all the nicer if you can invite your customers to an event again. And who wouldn't be delighted to find a special and beautifully designed event invitation among invoices and other everyday letters? With such mailings, it is worth paying special attention to the choice of paper, color and shape, so that even opening the mailing is a highlight. Do you only know the date of the event, but the details have not yet been finalized? Then why not start by sending a "Save the Date" e-mailing with a practical calendar entry.
8. Send out the customer newspaper
In our digital age, the haptic perception of paper is almost a highlight, and it is a treat for the eyes to read an exciting, longer article on paper. Do you have more to tell your customers than what fits into a newsletter or print mailing? Then why not produce and send out a customer magazine? This is a special way to give your customers insights into your business, introduce your staff or write interesting articles on current industry topics. There are no limits to the content.
9. Send vacation or public holiday greetings
Would you like to thank your customers for a successful partnership at the end of the year? Or are you on company vacations in the summer? Then why not send your customers a postcard with lovely vacation greetings? Such letters and cards are usually very well received and strengthen the personal bond with your customers. We all like to receive a kind greeting from someone we know.
10. Customer satisfaction survey
How satisfied are your customers? Does your knowledge of this correspond more to a gut feeling? If so, direct marketing offers many opportunities to find out how satisfied your customers are. One example is the evaluation of a recently purchased product. Send your customers an e-mail and let them leave a review directly in the newsletter. Want something a little more complex? Then create a comprehensive online customer survey, which you can then make available to your customers via QR code or direct link. A high level of customer satisfaction is essential for a good and long-lasting customer relationship and a strong bond. So take the plunge and ask.
If we have inspired you to implement one or two options for strong customer loyalty, our employees in Customer Relations or Key Account Management will be happy to help and advise you.