Thursday, April 28, 2016

Mailed Sales Follow-up Can Grow Share of Wallet

Direct mail follow-up to in-store on online purchase can be an effective way to boost customer relationships and grow share of wallet. A recent Dell computer campaign is a case in point, as noted by Paul Bobnak, director of Who's Mailing What!, in a recent Target Marketing magazine piece. Bobnak spotlights a Dell mailer to recent computer purchasers. The consumer has already shelled out for a major purchase, so if Dell wants to win more dollars, its marketers need to push all the response buttons--personalization, relevancy, exclusivity and urgency. So Dell starts by personalizing the outer 6"X9"self-mailer with bold use of the customer's first name and an exclusive, limited-time 15% discount on electronics and accessories. Inside, the first page of a two-panel spread details deals on four items, including wireless speakers. But then Dell sweetens its pitch further on the second inside page with five more reasons to buy from Dell--from easy financing to 24/7 phone support. Dell's approach may prove instructive to retailers of other big-ticket items, such as cars or appliances. For a look at the mail creative Dell used to build customer rapport and sales, go to http://www.targetmarketingmag.com/article/dell-mail-share-of-customer/

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