How can you offer your customers real value through direct marketing?

On July 6, 2017

It's easy for customers to hit unsubscribe if they don't believe they're getting anything from your company's direct marketing campaign. There's plenty of ways you can offer your audience real value in your emails and letters to them, however. Here are some of the best ways to add value and increase the number of people signing up to your mailing list.

1) Tell the customer something useful

People in sales and marketing are now trying to engage potential customers by giving them valuable information.

Today's marketing strategies don't try to sell customers a product in the same way that they may have done 20 years ago. Instead of pushing a particular product or service, and only talking about that one thing, people in sales and marketing are now trying to engage potential customers by giving them valuable information. This is known as content marketing, and is often only vaguely related to what they're specifically trying to sell.

Your direct marketing style should be no different. Don't send out an email that just tries to push one particular project. Instead, offer tips for consumers on how they can make the best use of your service, or if it's a B2B market, how they can make a particular function of their business more efficient.

For example, if you're a bank, don't use direct marketing to tell customers about your new savings account or term deposits. It's much better to write a newsletter telling them what the best savings strategies are, and which accounts work best for particular situations. You should only briefly mention your new savings account and how it can help your customer. 

The statistics say it all – conversions are six times more likely for those that use content marketing techniques than those who don't, as reported by the Content Marketing Institute. 

If your customers tend to be quite old, don't offer them information that only young people will be interested in.
If your customers tend to be quite old, don't offer them information that only young people will be interested in.

2) Offer your customers something different

Your audience needs to see the value of being on your mailing list – if it's no different to being a normal customer, they're not going to stick with you for long. So, use direct marketing to invite consumers to special events you're running or perhaps include a discount that's only available to them. Product testers are also good to put in your direct marketing campaign, and if you include a survey for them to fill out, you'll be getting valuable customer feedback as well.

Offering your audience a downloadable guide is also a good way to draw their attention – this doesn't have to be specifically on your product or service. Use the content marketing techniques detailed above to really offer them value. 

Offering your direct marketing customers discounts is a good way to add value.
Offering your direct marketing customers discounts is a good way to add value.

3) Think about what your audience wants

Your customers need to see the value of being on your mailing list.

The easiest way to add value for your audience is to consider exactly what it is they want and then give it to them. To do this, sit down and think about who your target customer is for your direct marketing campaign. For example, if people using your products tend to be quite old, don't talk to them about exciting new technologies that they might not be interested in. Make sure your language is appropriate to the way they speak – don't include phrases that only younger people tend to use. Also consider geography. If they predominantly live in one area of the country, don't tell them about events and news that's happening somewhere else. 

If you can keep your direct marketing relevant, useful and unique, you'll have a good chance of adding real value for your customers. Contact The Prospect Shop today for tailored mailing lists and more information on how to create the best direct marketing campaigns. 

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