As an eCommerce veteran who’s run advertising for a number of eight- and nine-figure manufacturers, I’ve seen firms solely chasing new prospects whereas forgetting about serving those that’d already chosen their model, product, or service.
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Make no mistake: your present prospects are your greatest lead sources.
You have already earned their consideration. They’ve chosen you and mentioned, “sure, please!” Since you’ve got acquired them, they’re additionally the most affordable. And when you get a buyer repeating, it will get simpler to preserve them coming again.
However there’s an issue: most on-line companies use all the identical worn-out instruments with regards to grabbing these oh-so-crucial second and third gross sales. They’re all competing in the identical digital sandbox—and it is messy and loud in there. Differentiation turns into almost unattainable when your competitors begins to supply the identical options, worth propositions, and costs.
Positive, you could possibly spend your approach to mindshare with model promoting like Coca-Cola or McDonald’s, however that is not sensible for almost all of us. As a substitute, it’s a must to stay high of thoughts by making a model expertise in contrast to another. In different phrases, making your prospects say “wow” is now not elective.
After years of testing alternative ways to get this wow second, I discovered a goldmine: most on-line companies woefully ignore the offline world—forgetting that today we’re fortunate to get a 15% electronic mail open charge. Harnessing the facility of shock and delight, I created profitable win-back and VIP campaigns utilizing customized junk mail.
Get your corporation into individuals’s properties, not their inboxes
The outcomes from the junk mail marketing campaign have been astonishing: the companies I used to be operating would see a 9-20x return throughout numerous niches. Better of all, we have been getting eyeballs in individuals’s intimate locations the place nobody else was: inside their properties, kitchen counters, and residing rooms. In my home, my spouse retains a stack of the promotional postcards she receives from her favourite manufacturers and feels compelled to make use of them.
I knew I used to be onto one thing, nevertheless it was an unsustainable, logistical slog. I would waste time with clunky spreadsheets, discovering a print home, managing graphic designers, and attempting to calculate the ROI of campaigns. And since there was no automation or triggers, I used to be doing all of it manually in big batches.
And that is once I had my aha second. How may I make creating customized junk mail as simple and focused as an electronic mail marketing campaign or circulate? That is when PostPilot was born. And since then, I’ve seen 1000’s of manufacturers obtain their wow moments.
Earlier than providing some tips about the way to make it work, this is an instance, so you possibly can see what I imply. Morris 4×4 is a high on-line retailer for Jeep equipment, and like many people, they face fierce competitors and excessive acquisition prices. They’re concentrating on priceless “Jeepers” who’re on a endless quest to spiff up their rides.
They used the instruments we’re all used to: electronic mail and social media adverts concentrating on their prospects. And their messaging was spot-on: it was customized, used robust imagery, and created a way of urgency. However there was a obtrusive downside: most prospects weren’t even studying it. They usually’re probably not studying your emails, both. Which signifies that regardless of how dazzling your provide is or how intelligent the topic line, you are still leaving large cash on the desk.
Along with win-back emails, Morris 4×4 examined sending customized postcards utilizing PostPilot. They began with prospects who had not bought within the final 70-90 days, choosing a random subset of two,000 prospects to obtain postcards together with commonly scheduled emails. The remaining 15,400 obtained electronic mail solely. This is a have a look at the postcard that took quarter-hour to create.
The shoppers who obtained the postcard generated 160% extra income with 87% fewer recipients. (That is an 18.5x higher conversion charge and a 680% ROI. We did the maths.)
Then they took it a step additional and used PostPilot to ship handwritten notes to their VIP prospects who remodeled a sure variety of purchases. (Our proprietary robotic expertise permits us to jot down handwritten notes at scale with the persona of a human hand. We use actual pens with actual ink. Heck, even the envelope is handwritten and affixed with an actual stamp.)
The outcomes spoke volumes. Over 60 days, Morris generated almost 11x the income from prospects that obtained the handwritten card versus people who obtained electronic mail alone. They usually have been capable of ship this stage of wow at scale since they did not have to jot down the whole lot out manually.
Tips on how to ship wow at scale
I hope it is clear that, if you wish to increase buyer loyalty and lifelong worth, junk mail is not less than value a attempt. In case you resolve to offer it a go, listed here are just a few ideas that will help you maximize your outcomes.
- Ship to prospects who have not been again inside a selected timeframe (e.g., 45-120 days). The quantity will fluctuate based mostly on area of interest and business, and it’s best to select your timeframe based mostly on how usually your loyal prospects come again.
- Present one compelling provide and an expiration date. A typical mistake is to offer prospects a number of choices, which ends up in indecision. Stick to 1 clear provide. And ensure to have an outlined expiration date to compel motion.
- Do not reinvent the wheel. Use a template (PostPilot has free skilled design providers too) to create your customized card. No want to start out from scratch each time.
- Combine your junk mail app with the opposite instruments in your tech stack. You will need to join your mailings together with your eCommerce platform or your CRM. In case your apps combine with Zapier, you possibly can set off the sending of a customized card when a buyer meets your standards.
In the end, you possibly can have the most effective of each worlds: the highly effective outcomes that come from offline advertising plus the integrations and behavioral-based automation the digital world has to supply.
A little bit goes a good distance
Breaking via the noise in a loud world is tougher than ever—and in a digital world, people crave actual, tangible connections together with your model. You will stand out and generate increased lifetime worth. Oh, and you will get extra referrals and stellar evaluations and create raving followers who keep loyal to your corporation. The payoff is value it.