When you place a classified or display advertisement, you have a limited amount of space to use in convincing the reader total Acton. When using direct mail, you aren’t hindered in this manner- young say as much as you need to, and you can use written words, pictures, even audio if you ant. So, why not use direct mail exclusively? Cost, mailing a bad offer or mailing a good offer toad list (very easily done!) can put you out of business almost before you get started. Of course, direct e-mail is an exception to this, isn’t it? Good thing, too.
The best lists to mail to be:
* Current customers
* Inactive customers
* Prospects who have recently requested information (usually I response to your display or classified advertisement)
* Buyers of products/services similar to your own
If you’re just starting out, you’ll spend all your time obtaining new customers. However, as you establish a customer base you should shift more and more of your efforts towards developing your relationship with them. The most expensive sale is to the new customer. Once someone buys from you and is DELIGHTED with your customers service and product, they trust you and will buy from again, an again, and again. As long as you keep0 delivering on the promised benefits, they’ll keep using!
This implies, of course, that you have additional products and/or services to offer someone once they become your customer- and I hope you do. Remember, the back end is where you make flyer profit. This is where your return on investment can be 5,8, 20, even 100 times what you invest! Imagine spending $250 on a test mailing.