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Five Good Reasons to Do a Mass Mailing
From AllBusiness.com*
Related Forms and Agreements
In-house mailings are a great way to stay in touch with your customers -- and to contact prospective
customers. Mass mailing, in small-business terms, ranges from sending out a dozen invitations
to bulk-mailing several hundred coupons. It all adds up to repeating your company message and
gaining top-of-mind familiarity. You can do your own mailings, or you can purchase mailing lists
from outside brokers. Either way, small-business mass mailings can take several forms, some more
creative than others.
1. Sales letters to generate sales. This is the traditional goal of a mass mailing. Unfortunately,
it's a rare letter campaign that generates immediate sales all by itself. You'll need to follow
up, so a good mailer should build some rapport, deliver a compelling reason to call later, and
prepare the recipient for your follow-up. Sales letters are also a good way to follow up on prospects
and leads developed at trade shows. Together with personalized sales contact, sales letters are
a critical step in translating prospects into sales.
2. Informational flyers to expand awareness of your company and its products or services. Although
flyers aren't likely to result in immediate orders, they should be suggestive reminders of who
you are and what you offer. Flyers should be brief and to the point. They generally announce
some type of positive change in your offerings or operations and create curiosity about what's
new and different.
3. Special discount or other offer to build customer loyalty. Whether they take advantage
of your offer or not, everybody appreciates a bargain. Special offers let customers know you
don't take them for granted. This develops customer loyalty and draws customers closer to your
business.
4. Educational newsletters to gain credibility in the marketplace and answer common questions. Because
they require research, educational newsletters are the most time-consuming mailing tactic. At
the time, they also offer the most value to your customers. Enhancing your credibility and authority
in the marketplace is a very effective marketing tactic. If you're not comfortable producing
an entire newsletter, type up a practical advice or tip sheet and have it printed. Don't hesitate
to leverage your knowledge and position yourself as an expert in your business. Just make sure
you're giving out sound advice.
5. Greeting cards to build good will. Do not pass up any opportunity to be courteous
and thoughtful. Send holiday cards with personal notes to everyone in your company database.
Anniversaries are also good opportunities to thank customers and prospects for their support.
* AllBusiness.com provides
resources to help small and growing businesses start, market, manage and expand their business.
The site has Forms & Agreements, Business Guides, a Platinum Program and Business Directories
along with an extensive library of Articles and Advice to help with all of the activities associated
with starting and running a business. Copyright © 1999 - 2005 AllBusiness.com, Inc., All
Rights Reserved.
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