22 March 2009
Direct Mail - a key tool for promoting a Store Closing Sale
Mar/24/2009 14:32 Filed in: Store Closing
Sale
Direct
Mail – A key tool for promoting a Store Closing Sale.
Direct mail is usually the most cost effective way for most small retailers to promote their Store Closing Sale. There are two key elements to any direct mail campaign, the mail list and the collateral or piece being mailed.
Mail List – your customer mailing list is always the best list to use. It is not unusual to get up to a 10% response rate when mailing to a current and well maintained customer list when promoting a Store Closing Sale.
If you have failed to maintain an up to date customer mailing list, your next best option is to purchase a targeted mailing list from a mail list broker. You select the “target” – age, sex, income, home value or special interest. If you own a golf store, you want to target golfers. If you own a high fashion boutique, you would target female, upper income and age of your typical customer. A well targeted list will typically generate a 2% - 3% response rate.
The next option is to do a saturation mailing announcing the Store Closing Sale to those homes in your immediate marketing area. The need to reach everyone outweighs the need to be more targeted, i.e., you don't care about demographics such as income, home value, children and age in a given area or neighborhood. The more general your merchandise the better response you’ll get. A 1% response rate when doing a saturation mailing is common.
Mail Piece – there are many choices when choosing a mail piece. The two that I have found to be most effective are a letter from you to your customer or an oversized postcard with a strong image and message on the front.
When using your own customer mailing list, always send a personal letter from you to your customer inviting them to the kick-off of the Store Closing Sale and giving them a brief reason why you are closing and thanking them for their past support. You have a relationship to build on with these individuals. Always make sure your store’s name is on the outside of the envelops.
When mailing to a targeted or saturation mailing list, I’ve found oversize postcards to be very effective when they have a strong message and interesting image on the front. You don’t need to worry about the piece being opened. If designed well, the postcard will always be turned over and read.
If your customer list is not large enough to generate the traffic you need, you can use a combination of your list and a target or saturation list. That initial mailing could also be a combination of letters and postcards. This mailing is key to the success of your sale. Make sure your mailing is large enough to generate the traffic and sales results you need.
Direct mail is usually the most cost effective way for most small retailers to promote their Store Closing Sale. There are two key elements to any direct mail campaign, the mail list and the collateral or piece being mailed.
Mail List – your customer mailing list is always the best list to use. It is not unusual to get up to a 10% response rate when mailing to a current and well maintained customer list when promoting a Store Closing Sale.
If you have failed to maintain an up to date customer mailing list, your next best option is to purchase a targeted mailing list from a mail list broker. You select the “target” – age, sex, income, home value or special interest. If you own a golf store, you want to target golfers. If you own a high fashion boutique, you would target female, upper income and age of your typical customer. A well targeted list will typically generate a 2% - 3% response rate.
The next option is to do a saturation mailing announcing the Store Closing Sale to those homes in your immediate marketing area. The need to reach everyone outweighs the need to be more targeted, i.e., you don't care about demographics such as income, home value, children and age in a given area or neighborhood. The more general your merchandise the better response you’ll get. A 1% response rate when doing a saturation mailing is common.
Mail Piece – there are many choices when choosing a mail piece. The two that I have found to be most effective are a letter from you to your customer or an oversized postcard with a strong image and message on the front.
When using your own customer mailing list, always send a personal letter from you to your customer inviting them to the kick-off of the Store Closing Sale and giving them a brief reason why you are closing and thanking them for their past support. You have a relationship to build on with these individuals. Always make sure your store’s name is on the outside of the envelops.
When mailing to a targeted or saturation mailing list, I’ve found oversize postcards to be very effective when they have a strong message and interesting image on the front. You don’t need to worry about the piece being opened. If designed well, the postcard will always be turned over and read.
If your customer list is not large enough to generate the traffic you need, you can use a combination of your list and a target or saturation list. That initial mailing could also be a combination of letters and postcards. This mailing is key to the success of your sale. Make sure your mailing is large enough to generate the traffic and sales results you need.