Mass Mailing… why do it?

When you have a large customer list, there are many reasons to use that list regularly.

Why go to all that effort of mailing?

Won’t it just annoy your customers?

Keeping in touch is very important and only one part of the list of “Why’s” to using mass mail to your benefit. ”Mass Mailing”, will vary from a large stack of letters to tens of thousands of pieces of mail, as what is large to one business, may be small to another. The important concept to grasp here is the repeated contact between the customer and business. So, whether you do the mailing yourself, delegate it to employees or use a direct mail house, the important part of all three is that it be done regularly.

Mass mailing can also extend beyond your own customer base to a “mailing list” that can be borrowed from another business, purchased directly from a list owner or acquired through a broker. However the list is acquired, will have an affect on what type of mail piece and message is employed.

Mass Mailing can be used as a general sales message. This is probably the most classic of all the uses for mass mailing. If you are lucky enough to have the kind of product or service that will immediately create sales and a profit, then the benefits of a mailing will be immediately apparent. This unfortunately is not the situation for most businesses. It will generally take an extended period of time and multiple mailings for the “math” to work out in your favor.

Mass Mailing can also be used as a “sales letter” as a great way to follow up with your customers post sale. This kind of “thank you” says that you are appreciative of their business and have taken the time to let them know.

Discounts or special offers can be sent as an enticement to make someone become a customer or it can be used “Post sale” in an attempt to get them back for additional purchases. Getting a customer to buy from you the first time is usually a very expensive proposition, so if there is any way to get repeat business, the cost of acquiring the second and future sales will usually be significantly less and therefore much more profitable. You can usually afford to provide a special incentive to get a customer to return, due to you lower cost of acquisition. Sending a mailing can remind them why they came to you in the first place.

Mass Mailing can also simply spread the news of what it is that you do. Half the battle is simply creating significant awareness about your business, so that when a consumer reaches that point where they need your product or service, your business is on that “short list” of memorable companies that they will ultimately choose from for their purchase. The best way to accomplish that positioning is to be a recent memory. Mass mailing is a perfect way to make your product or service memorable.

Use mass mailings to also let them know you care… birthday’s, holidays, seasonal reminders, etc.

All-in-all, mass mailing is an inexpensive and cost effective way to reach out and touch current and future customers.

This page was last updated 8/8/08