In yesterday’s blog, we discussed the importance of creating customer loyalty. In order to keep customers coming back to your store, you need to continually remind them of your existence and offer them special discounts to make them feel special and encourage them to make future purchases.

In the book, “2,239 Tested Secrets for Direct Marketing Success,” Denny Hatch and Don Jackson explain why direct mail is the most effective way to keep in touch with customers and create customer loyalty. According to the authors, “Direct mail is the only practical way to communicate with your existing customers. Telemarketing is chancy at best (people either aren’t home or find it irritating when they are). Fax is OK, but the recipient pays for the fax paper, which can also be annoying. All other communications are via mass media, and that’s no way to talk personally to your existing customers.”

Regardless of the industry and product or service your company offers, staying in touch with past customers is critical to maintaining a successful business. With the help of direct mail, either in the form of a card mailer, postcard, or even an advertisement in your statement printing or invoice printing, you can create a lasting relationship with your customers.