AQUAPOINTS 2017 Sani Marc

DIRECT MAILING AND THE IMPORTANCE OF A GOOD DATA BASE

Why ?

According to Canada Post 73% of Canadians prefer to receive offers in the mail by companies they know.

Only 18% by email Source : International Communications Research survey

According to the firm « Target Marketing », direct mailing is the best tool to retain and acquire new customers.

Who’s Target Marketing ? https://youtu.be/Wg0t_7ne6vc

Combining direct mailing with email campaign will increase visibility and success by up to 40%

Start taking email addresses in your databank

SO WHAT!

According to “MARKETING TODAY”

Mistake No. 1: Ignoring the most important factor in direct mail success.

Do you know what the most important part of your direct mail campaign is?

It’s not the copy. It’s not the art work It’s not the copy. It’s not the art work. It’s not even the format or when you mail.

It’s the mailing list!

Mistake No. 2: Not testing / measuring. Mistake No. 3: Not using a letter in your mailing package Mistake No. 4: Features vs. Benefits. (stress benefits not features) Mistake No. 5: Not having an offer. ETC.

“Approximately 1 in 10 customer records you store will become out of date every 3 months” By Jonathan Woodrow, Managing Director at RightSize

Avoid sending mailing with un-maintain lists or else your message won’t make sense like

Everyone in the organization should be made aware of the importance of customer data and meticulously follow the process of collecting and enhancing the customer data. Or else …. Muthuselvan Renganathan Director - Customer Experience Solutions at TransSys Solutions

Not one paying customer should walk out of the store without making sure you have their info.

“Is there a benchmark for how customer acquisition costs for e-commerce companies as a % of revenues?”

There is no single benchmark There is no single benchmark. It might range from zero to as much as 50%. the above being said, if you held a gun to my head, I would say 5-8% for a retailer with 40% margins. By Jonathan Woodrow, Managing Director at RightSize

A wise person told me once : « I don’t make any money selling Pucks for $39,99 or Cal Hypo for $49,99 ! »

Why should I promote it?

Even if your profits = $0 You have a chance to build your customer list

You now have a captive customer that has a pool and needs chlorine

You can do a direct mail campaign and offer alternatives to regular pucks and Cal hypo focusing on benefits, not just features

Your $1 investment in a mailer is now targeted and well invested

PROF water software is the perfect tool to build the ideal customer list by products they purchase

It keeps track of the products sold to each customer

You can build a mailing list based on the chlorine used

However, don’t forget the importance of keeping it up-to-date !

OR ELSE !

We can guide you through the process

The worst thing possible is to build a customer list and never use it

You spend thousand of dollars in newspaper adds that is hard to measure

In 2017, focus on targeted adds, direct mailing combined with email campaigns!

Ya man!