When talking about improving brand loyalty, tapping a direct mailing company in Surrey might not be at the top of your mind. However, not rolling out direct mail marketing could mean losing some valuable opportunities to strengthen your customer’s patronage of your product or service.

In this article, we’re rounding up seven tips on how you can use this tried-and-tested strategy to make your consumers more loyal to your brand.

Create mails that are on-brand. Brand loyalty comes from brand recognition. If you want people to identify your brand immediately, you have to be consistent in all your marketing efforts — including your direct mails. When producing a direct mail, make sure to use your brand’s colour scheme, tone, and voice. mailing houses in Surrey also recommend using images of your actual offerings.

Segmentise your customers. When it comes to direct mail marketing, you shouldn’t just know who your target audience is. You have to segmentise them according to their profiles. For each group, you have to make a direct mail that contains an apt offer, copy, and design. Again, make sure that even if you have different content, all of your direct mails should still be aligned with your branding.

Personalise. If you want to improve customer loyalty, you have to create a deeper emotional bond. When working with a direct mailing company in Surrey, you have to create mails that are personalised. In one study, around 87% of consumers said that they are more likely to open a mail if it’s directly addressed to them.

Invite your recipient to take action. One of the goals of brand loyalty is to increase business sales. If you’re implementing a direct mail marketing campaign to enhance customer loyalty, you shouldn’t forget to add an actionable step. Do you want them to visit your store? Or make a purchase on your newly launched mobile app? No matter what your goal is, incorporate an element that will invite them to do so (e.g. A CTA and a QR code that lets them download your app).

Offer exclusive deals. As what mailing houses in Surrey can testify, direct mails can be made more effective when you offer exclusive deals to your recipients. By offering them discounts, coupons, or gift checks, you’re incentivising them to patronise your product or service.

Incorporate a survey. One way to improve brand loyalty is to make your customers feel that their voice matters. You can do so by incorporating a survey in your direct mail. To make it easier and more convenient, you can simply redirect them to an online survey form. You can also offer them a discount and the likes as a token of appreciation.

Collect and analyse insights. In relation to the item above, you have to maximise the insights that you will gather based on surveys. Use these data to improve your product or service. Take note that this is a continuing task: Use your marketing efforts — direct mailing included — to learn what your audience says about you and enhance your offerings.