Customer Relationship Management (CRM) is a concept primarily associated with the digital landscape. It is actually a group of practices employed to improve the relationship between customers and businesses to extend its life cycle that eventually results in more sales. There are entire software-powered CRM environments used by businesses to achieve the perfect momentum in the customer-company relationship.
For single outlets and other localized brick and mortar ventures that are only working in an offline domain, direct mail marketing provides an effective alternative for CRM software. The objective of direct mail CRM is also the same i.e. to improve customer service in order to retain existing customers and acquire new ones for better sales and further growth. Let’s see how direct mails can be used as an offline CRM tool for brick-and-mortar businesses.
Devise a Feedback Mechanism
Online ventures have many easy and quick ways to get customer feedback. Offline physical establishments, however, often struggle to hear back from their existing and potential customers. All those businesses lagging behind on that front can devise a working feedback mechanism through direct mail.
Maintain the list of all the existing customers and reach out to them through direct mail. Ask them all of the questions that can help in strengthening the equation with them. Similarly, if you have reached out to a certain group of prospective customers earlier by using any targeted mailing list, write them again. This time, ask them to comment on your products/services/offers. Also, enclose a self-addressed stamped envelope so that you can get the maximum response.
Getting customer feedback works in a twofold manner. Firstly, you are able to accommodate customers’ needs and demands in your business operations that automatically improve your sales.
Secondly, proactively asking for feedback imparts a good impression of the given business. Customers consider such ventures more responsible and trustworthy and hence they are more inclined to do business with them.
Dispatch Value and Value Only
One way to improve and manage your relationship with customers is to offer them value without asking anything in return. This strategy takes time to set in but makes for an extended customer life cycle. There are multiple ways in which you can provide a certain value to your existing customers without worrying about unrestrained cash outflows.
- You can dispatch small but valuable gifts to your loyal consumer base. Receiving stuffed parcels in the mail always feel good. Customers react really positively to such gestures.
- If you don’t have the budget for gifts, then you can always dispatch the bits and parts of your expertise to customers in the form of useful information. Write direct mail copies that are packed with useful information without the hint of a sales pitch.
These are some of the basic activities that you can carry out via direct mail in order to have some offline CRM for your business. Direct mail marketing can also be used to create brand awareness among the target market. Read this blog post to find out more on this unique use of direct mail.
