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Postcard Marketing Part 1:
5 Steps to Selling More to Existing Customers
 Internet marketing is big these days. E-newsletters, pay-per-click ads, affiliate sales, blogging and other social media tools. It's easy when you jump on that wagon to forget the low-cost and powerful ways to market with print.
Postcard marketing is one of them.
What a Targeted Postcard Mailing Can Do
A few things a thoughtfully created and targeted postcard can do:
- drive traffic to your website
- help you market your blog
- bring customers to your trade show booth
- build greater awareness of all your products and services
- grow your newsletter opt-in list
- increase your sales from special promotions
- thank loyal customers
- simply stay in your clients' minds
Postcard Marketing Part 1: 5 Steps to Selling More to Existing Customers
Your mailing list is the single most important element of your postcard campaign. Selecting your customers carefully is key to your success. Your best prospect is always your current customer:
1. Determine your objective. Is it to promote a sale? Introduce a new product or- service? Create greater awareness of a specific product or services? Drive traffic to your website? Reward your most loyal customers? Postcards are rarely used to close a sale, but you can use them to strengthen relationships and move customers along the path to purchase.
2. Create a list of your best customers. To determine this, look at RFM of purchases: Recency, Frequency and Monetary Value. Identify your customers who fit this profile. Usually, they'll be the ones you most enjoy serving, who pay you the most and who cost you very little.
3. Identify customers who bought in the past but haven't purchased recently. Consider a different card for each of these groups: customers who buy less frequently; customers who haven't purchased in a while; one-time-purchase-only customers.
4. Determine the unique traits of each customer group. Do they have certain attributes in common? What's important to them? What problems do they have that need solving?
5. Plan messages that resonate with each target group. Your message will depend on the customer needs you have identified. Stay tuned for next week's e-tip, Postcard Marketing Part 2, for ways to get immediate attention, create compelling offers and get the best deal on printing.
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