BRING ‘EM BACK! Campaigns for Direct Mail

Re-engagement campaigns are powerful tools for reconnecting with inactive or disengaged customers and subscribers. These campaigns can be particularly effective using direct mail, since there are no spam filters or “opt out” options for physical mail. Direct mail can often reach disengaged customers when email can’t.

Here are some common re-engagement headlines you might have seen in your mailbox:

• “We Miss You! Enjoy 20% Off Your Next Purchase”
• “Last Chance: Your Exclusive Offer Expires Soon!”
• “It’s Been Too Long! Come Back for a Special Surprise”

To be most effective, however, re-engagement campaigns require more than just a good headline. For the best results, make sure that all your re-engagement campaigns include the following three elements:

Segmentation: Once you have identified your inactive customers or subscribers, don’t send them all the same mailer. Create targeted segments that allow you to send tailored offers.

Targeted Incentives: No one wants to miss out on a deal. Provide exclusive discounts, promotions, or rewards appropriate to each segment.

Sense of Urgency: Use time-limited offers or limited stock notifications to encourage immediate action.

REAL-LIFE INSPIRATION:

For inspiration, let’s look at a real-life re-engagement campaign that got great results.

Challenge: A clothing retailer noticed a decline in repeat purchases from a segment of their customer base that had not made a. purchase in the previous six months. It decided to target this segment with a personalized direct mail campaign.

Direct Mail Piece: The retailer’s postcard featured images of new clothing arrivals, along with a personalized message addressing the recipient by name. The postcard included a unique discount code offering 25% off their next purchase, valid for a limited time.

Call to Action: The postcard encouraged recipients to visit the retailer’s website or store to redeem their discount. It also emphasized benefits such as free shipping, easy returns, and a wide selection of clothing styles.

Results: The campaign resulted in a 15%increase in repeat purchases from the targeted segment.

The moral of the story?  When a customer or subscriber has dropped off the map, go get them! Get their attention and remind them why they love your brand. You worked hard to win those customers in the first place, so work just as hard to get them back.

Want to learn more about McClung’s direct mail solutions? Our team of experts are here to help. Contact us online or give us a call directly at 800-942-1066.