Everyone loves to be rewarded for his or her loyalty.
As a business, it’s good to thank your patrons for their brand advocacy through customer reward programs. Direct mail trigger campaigns are a great long-term marketing campaign solution that satisfies this need on an ongoing basis.
Direct mail trigger campaigns are ongoing, action-based campaigns that result in higher response and engagement rates due to their precise timing and personalized content. Essentially, an event occurs (mortgage rates change, a customer makes a purchase, a prospect gets married, etc.), and a mailpiece is sent to the affected individual specifically regarding their new situation and how the business can solve their issue.
(Learn more about trigger campaigns.)
There are many ways that trigger campaigns can be run and an endless amount of triggers that a campaign can run on. Having a good reason to make a touchpoint with your contact is crucial. One of the easiest ways to do that is by rewarding them for their actions. Here is a list of ways to do just that:
Direct Mail Reward Triggers
Laws are passed, prices are in flux, and business changes. Stay in the know and educate your customers by sending informational packets coupled with a customized or limited time offer.
Is your client newly engaged? Pregnant? Send them a congratulatory note in the mail now, and set up triggers over the course of the next weeks/months for milestones leading up to their event date or due date.
A sure-bet reason to send out rewards that you can plan in advance for are seasonal and holiday-based promotions.
Is someone tweeting good things about your brand? Send them a coupon in the mail thanking them for raving about you.
Send a store-specific special to anyone who checks-in to your store, restaurant, or location on Facebook or any other social property.
Survey and Feedback
Gather customer feedback by offering a reward for their time in filling out an online or phone survey.
Trials and Test Drives
Did a prospect just give your car a test drive; or your product a 30-day free trial? Maybe they haven’t made a purchase yet, but a handwritten note or personalized card in the mail could certainly sway them to do so.
Rewarding charitable activity is a great reinforcement. Nonprofits and charitable organizations should always send “thank you” notes to their contributors.
Has your client reached a one-year membership anniversary? Maybe more? There’s no better time to remind them of their loyalty and encourage their continuation with a reward.
Your customer just referred their fifth new buyer to your brand. Pop a thank you in the mail with coupons for them and five new friends.
Reward your client for visiting you at your trade show booth, attending your webinar, or showing up to a networking event.
Registry/Wish List Makers
Thank anyone who sets up a registry or wish list on your website with a reward in the mail or discount off of any item that isn’t purchased for them by their event date.
Not in a product-based business?
If coupons aren’t applicable, get creative with your rewards. Gift cards, membership renewals, freebies, and promotional items are all great gifts. Sometimes, a solid thank you card is all anyone needs to make their day. The real charm is in the timing and messaging of your direct mail piece.
Don’t have addresses?
If you don’t have someone in your database or haven’t yet collected their home address, you’ll need to gather it in order to send them a direct mail piece.
To do so for any online communications (email, website, social media), set up a landing page with a form asking to verify their social media handle, full name, home address, and any other additional information you’d like to capture. Then send or privately message them the link to the page, telling them you’d like to send them a surprise in the mail, you’ll just need their address in exchange.
Many will be willing to provide their information out of excitement for their surprise. If you feel the recipient could be skeptical of the value, tell them up front what you’d like to send them.
Running into trouble with undeliverable addresses in your direct mail campaigns? If you’re receiving stacks of undeliverable mail in return after you send out a mailer, you are wasting time and money.
Download this free white paper to better understand undeliverable mail and how to avoid it: