How to Attract Customers at Different Buying Stages with Direct Mail
The efficacy of a direct mail campaign depends on many factors, including targeting the right customers at the right time. Timing is extremely important when it comes to direct mail. Often, it makes sense to create several different marketing lists and then send varying letters to each customer depending on where they are in the buying process.
In general, buyers pass through four stages when making a purchase. First, they become aware of the product. Next, they consider the options. Third, they make a final decision and purchase. Finally, they enter a post-decision stage, which marketers can use to generate additional sales. Direct mail can play an important role in each of these four stages.
The Awareness Stage
At this stage, customers realize they have a problem they need to fix and attempt to learn more about their options. Your company’s goal for customers at this stage is to build recognition. Direct mail pieces should focus on providing information and education without being pushy. Aggressive tactics can make potential customers suspicious or annoyed and cause them to seek out other options.
While your mailing should include a call to action, it should be soft. For example, “Learn more” or “Try us out,” rather than asking for a purchase right off the bat. At this stage, frequency can help. Research shows that people need seven exposures to a brand to remember it — but of course, you should avoid overwhelming people with mail.
Ideal campaigns for individuals in the awareness stage include the grand opening mailing, which announces a new opening of a business, or the new mover mailing, which goes out to individuals who have recently arrived in the neighborhood. You can also consider a birthday mailing, even if it is the customer’s first contact with your brand.
The Consideration Stage
At the consideration stage, buyers understand that they have a problem and are more interested in learning about the specific solutions as they choose the best one for them. Customers often conduct research on their own during this stage, but you can still influence their decision by providing the relevant information directly to their mailbox. Studies show the majority of buyers are influenced by relevant information they receive in the mail. Personalization also helps a great deal during this stage, as it makes a good impression on customers while increasing the impact of the message.
Some good campaigns for this stage are re-engagement and abandoned-cart mailings. The re-engagement mailing is meant to renew interest among people who formerly had direct contact with the company, while the abandoned-cart mailing offers more information about a specific product or service that the customer expressed interest in previously.
The Decision Stage
During the decision stage, customers have the information they need and are prepared to make a final decision. This is when you need to make your company stand out from the competition. Aggressive offers can make a major difference at this stage. These offers may include coupons, limited-time offers, and exclusive promotions. Direct mail pieces should make the product seem as enticing as possible.
At this point, you can adopt a more traditional sales-driven approach and focus on building trust. Customers want to know they will not regret their decisions. Testimonials, guarantees, certifications, and even group memberships can signal to a customer that your company is trustworthy.
One campaign ideal for this stage is the first-time buyer mailing. This piece will provide an exclusive deal for individuals who have not previously bought anything from your company. Of course, you can also send your more general sales and promotional mailers to people at this stage.
The After-Decision Stage
The buyer’s journey continues past the decision stage. They will reflect on their experience and judge their satisfaction through a process called value realization. At this stage, you should follow up with customers to make sure they are happy and offer solutions if they are not. Doing this builds brand loyalty, and it can even convert someone into a brand advocate, meaning they encourage their friends and family to make a purchase.
You may want to send personalized mail pieces that thank individuals for their loyalty and offer some sort of exclusive discount or other promotion to encourage repeat business. Don’t be afraid to keep in frequent touch with customers through direct mail, as an initial purchase makes people more likely to make a second.
Some campaigns that fall under the “after-decision” umbrella include upsell and win-back strategies. With the upsell, you send an offer for a similar or complementary product or service to the purchase made and explain how it can make the customer’s life even better. The win-back mailing is meant for customers who made a purchase but then disengaged from the company.
