Marketing to the Customers You Already Have
While it’s extremely important to market to the public and find new customers, you definitely don’t want to forget about the customers you already have.
In Chapter 2 of the book entitled, “Direct Marketing: Strategy, Planning, Execution,” Edward Nash talks about the importance of “repeat customers”. According to Nash, “The repeat customers, who produce most of any company’s sales and profits, should get priority. Avoiding the loss of one customer is more profitable than gaining three new ones.”
With a direct mail marketing campaign, you can market to both new customers and old ones. Try including special discounts and coupons in your statement printing and invoice printing. Then, send out postcards or card mailers to entice others to try your product or service.
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