Client Magnets Official Blog

If you’re not already using direct mail in your business, you’re almost certainly missing out on sales and profits.

For example, if your only method of contacting customer and prospects is via email, adding direct mail to your online marketing could increase your results by up to 400%.

The trouble is if you you’re new to direct mail, the learning curve can be steep and expensive. The good news is, that there ARE ways to minimise your risk and guarantee your return on investment.

One way to do that is to use direct mail to follow up with past customers and prospects, so in this article I want to share with you an easy technique which could be re-applied to practically any business, resulting in a big surge of sales and cash! (Yep, even in this economic climate!)

So to explain, let me share with you a little story. I’ve been with my current optician for about 5 years, and I wear both glasses and contact lenses. I last changed my glasses 2 years ago at a cost of 250 euros and I spend about 30 euros a month on contact lenses, so overall I’m worth about 485 euros a year to my optician. I’m due for another sight test in about a month.

The smart optician would send me a reminder that my test is due, with a voucher for a free or discounted sight test. Why would he do this? Because once he gets me back, it’s pretty likely that I’m going to fork out another 200-300 euros for my next set of specs, plus he’s more likely to get all my contact lens business for the next two years. Think about it, is it worth the price of a stamp and envelope to lock in the next two years of business from a past customer? I suggest it IS.

This optician is part of a chain which advertises on national television, in glossy magazines and newspapers, yet would not have to invest so much in getting new clients and customers if they ensured more repeat business from the ones that they did have. The trouble is, the voucher I just described is nowhere near as glamorous or exciting as those fashionable ads, so get’s sidelined.

Here’s my point: are you investing your resources of time and money chasing after new business when there is business right under your nose? Past customers who could be reactivated? Former clients that you haven’t contacted for some time?

This is one of the easiest ways to use direct mail and almost certainly gives a great return on investment every time.

How to re-apply this to YOUR business:

Pull together a list of your past clients and customers and commit to get back in touch with them. They trusted you enough to hand over their hard earned cash before – there is a relationship there which should not be squandered. Think about what offer you might make to get them back. Be creative.

For example, an aerobics teacher could send a note saying ‘Haven’t seen you for a while at our classes, I’ve got a gift for you, just bring this letter with you to your next class’. A coach could send a letter saying – ‘its 6 months since we worked together and this is a good time to schedule a review to make sure that you’re still on track with the changes that you made’ A business trainer could offer a ‘refresher’ session for the staff that received training last time.

If you’ve been in business for any length of time, there are many opportunities like this right under your nose. Sometimes we don’t see those opportunities because we are too busy chasing the ‘next big thing’, so this week commit to finding one thing you can do – and do it!

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