Just because you have some prospects who haven't responded favorably to your initial promotional campaigns in the past, doesn't mean that all hope is lost. You can still re-engage those cold prospects by using personalized direct mailing. At Postlead we can help you to use this tried and true marketing tactic to get the warm response that you are looking for from cold prospects.
Schedule Your Messages
Make sure that your messages are timed to be sent out when your prospects will be in the frame of mind to actually take in your message. Often during the holidays there are so many messages coming to prospects online and in their physical mailboxes that it's easy for them to block out messages from promotional campaigns altogether. Time your message to be sent out before busy seasons begin, and also make sure that the time and day that you send your direct mailing isn't on a day that's popular for most other businesses to send out their direct mailings as well. Your message will stand out a lot more when your prospects don’t have to sift through direct mailing after direct mailing.
Create Attention Grabbing Content
The content of your direct mailing should be enticing so that even your coldest prospects take notice. Don't eliminate the basic rule of direct mailing which is to address your prospects by the proper name and salutation. The content of your message should be very clear and polished so that your prospects won't have much of a reason to ignore what you're offering.
Get Even More Personal
This is a helpful tip for prospects who have recently become cold. If they have made purchases from you in the past, but it's been a long time since they've reached back out to you, then you can use their most previous inquiry or purchase from you to follow up with them with something else that they might enjoy from your business in the form of a reintroduction offering. Make the prospect feel as if you are talking specifically to them, and your message will definitely make an impact on them.
Ask for Honest Feedback
Even in your personalized direct mailing you can ask for feedback, but be sure to do so in a quick and simple way. You can offer an incentive for customers who provide feedback on how they feel about your business and your marketing tactics. Often, customers are very willing to let you know exactly how they feel about your business and your promotional strategies. Within your direct mailing you can even link to an online survey for them to complete this step so that it's easy for customers to respond to and it doesn't take away too much space from the main focus of your message.
There are many ways that direct mailing can help you to re-engage cold prospects you just have to make the time to do it. It is well worth the investment of your time and resources, and this is why Postlead
wants to help you to contact these prospects in a better way. Contact us
and we can help you re-engage your cold prospects with our assistance.