Leveraging Your Existing Customers with Direct Mail
We speak a lot about using the power of direct mail to reach new targets. And while direct mail is certainly a powerful medium to drive new traffic to your business, it can also be useful in communicating with your existing customer base.
Companies must not forget that existing customers have already taken action to show they believe in your product. You presumably have their trust and can assume they are open to further engagement. Adjust Chiropractic, a small business practice located in Texas, wanted to tap into their existing customer base just before the end of the year. So, they turned to direct mail tactics with great success.
What They Did
The goal of the end-of-year campaign for Adjust Chiropractic was to tap into their existing clientele in order to generate more sales. The plan involved using direct mail to send postcards with two special offers to these customers. The postcards also included reasons why seeing a chiropractor can be beneficial, along with a testimonial from a family describing its experience, and a “thank you for being a great patient” message to the customer.
Color and imagery also played a big part in the mailings. Holiday colors, including splashes of red and green, were featured on the postcard. But also, a picture of an entire family was the central image; it tied in to the holiday season but also showed that getting an adjustment is not limited to any specific family member.
One unique selling point that stood out from the campaign was that Adjust Chiropractic extended the special offer to friends of current patients. This opened up the scope of the mailing despite the fact that the postcards were only sent to existing customers, thus making it a tactic that is both effective and efficient.
The outcome of the campaign was fantastic. By sending 1,000 postcards to their existing customers, Adjust Chiropractic was able to generate over $29,000 in income. That amount came from the 32 patients who had redeemed the special offers presented with the coupon.
For a small business, these types of direct mail campaigns can make a huge difference in yearly earnings. The revenue from this campaign was made from a single mailing, and if we’ve taught you anything about direct mail, it’s that greater success comes with greater frequency.
Macromark has been in the direct mail marketing business for three decades, and we always find ways to deliver positive results for whoever we work with. Hearing these success stories only strengthens our resolve to continue providing our clients with the best service possible. Contact us for more information about our direct mail services.
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