Posted by John V. Healy, CEO of Dydacomp
So you just put up your company’s new Facebook page and you have even started to Tweet about an item you are selling, all while working non-stop to get your SEO rankings up. You are even thinking about trying PPC to see if you can make that work profitably. You have (or should have) done major changes to your website so prospects will convert more easily: features like product reviews, cross-sell, up-sell, and product recommendations to name just a few. You email more often to your existing customers to bring them back to your franchise. You are selling on marketplaces like eBay and Amazon to expand your reach. You are so totally wired now you might even be a source of electricity for a small community.
How are you doing with what got you here? You remember….Direct Mail and, more specifically, your catalog. Now the US Post Office has made it almost impossible for you to mail profitably but there are still many ways to make the mail work… even for prospecting. Smart multi-channel merchants that I’ve talked to recently are telling me that they are going back into the mail, very selectively, but still they are mailing. In fact, in Q4 of last year the USPS was down 18% on Standard Mail Flat mailings as compared to 21% in Q3 – a slight improvement. I suspect when the Q1 numbers come out we will see more encouraging news.
So it’s time to get back to the basics. Try the mail again and get some help, especially for prospecting from companies like Abacus or i-Behavior. Use the Mail Order Manager List Management Module (LMM) more aggressively to find customers in your housefile that you might be able to mail more often. Here is a link to give you a refresher on LMM: http://www.dydacomp.com/webinars/boostwithlmm.wmv.
Good luck and good mailing!