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Five Keys to Customer Acquisition

Without direct mail, customer acquisition falls flat. Sound like a bold claim? It is, but there’s a reason—it’s true. Many direct marketers can attest that, without direct mail, their customer acquisition efforts would be less successful. What makes direct mail so powerful? 1. It is the only channel that can reach your entire target audience. Did you know that 6% of consumers in the United States don’t have access to broadband? That 30% of Americans don’t use Facebook? Or that only 83% of U.S. adults have cellphones, and of those, 17% don’t text? Even the best email lists only reach 40–50% of your list. Postal mail is the only channel that can reach your entire target audience. 2. Direct mai

Keep the Conversation Going!

When do you engage with your customers? Is it only when you want to sell them something? If so, consider extending the conversation. Customers are more loyal when they feel that you care about them personally, not just the bottom line, so here are three ways to keep the conversation rolling. 1. Touch base . . . just to touch base. Send personalized notes and postcards at critical anniversaries. Celebrate customers’ birthdays, but also significant business relationship anniversaries, such as the date someone first becomes a customer. Some companies make these touches by email, but personalized cards and letters have far more impact. There is something more powerful about a beautiful personali