Communicating with Your Customers
In order to run a successful business, you need to be constantly establishing and maintaining relationships with your customers. Communicating with your customers is the key to doing this. Research has found that using plastic card mailers is a very effective way to stay in touch with your customers and market your products or services at the same time.
In “Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Custom-Based Marketing Program,” Arthur Middleton Hughes explains how The Customer Connection (TCC), helped a restaurant increase sales by giving out “frequent diner membership cards” to its customers. According to the author, “During the week before the cards went out, these patrons visited the restaurants 1,050 times. During the 13 weeks after receiving their permanent plastic cards, these same patrons visited an average of 1,400 times per week – an increase of 33 percent. They spent $156,000 more than they were spending before the cards were mailed. What is most significant is that there was no special promotion associated with the plastic cards. There was no additional discount offer. The plastic cards were simply a substitute for the paper cards. They were a form of customer communication. Communications programs work!”
The use of card mailers in your direct mail marketing campaign is an easy way to increase sales. Even without a special offer or discount, card mailers will encourage customers to visit your business.
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