Using Preferences and Personal Details from Database



Using Preferences and Personal Details from Database :







Another incredibly powerful concept is using personalized data you collected and then making offers based on your customer preferences. Let me share with you a real world example from a retailer to explain what I mean.


In Denver, Colorado a men’s retailer called Grassfield’s makes use of direct mail and their database to create over $1.4 million in annual sales without spending a cent on newspaper, TV or radio. It’s all through simple letters.


The company records every customer’s suit size (among other things) and then they’ll send out a simple letter like this:


Dear Bill,


This could be your lucky month.


From time to time, we experience an overstock in a particular suit size and this time it’s 46 regular.


Since you wear this size, I’d like to offer you a special incentive.


I’ll deduct $100 from any suit you buy before December 21.


And if we have a Hugo Boss or Warren K. Cook, a Hilton or Hickey Freeman suit in stock when you come in, I’ll give you $200 off its regular price. That means you can choose from every 46 regular in our inventory and save up to $200.


Just ask for me when you come in and I’ll make sure you leave here looking and feeling great.


Cordially,


Sales Rep Name


P.S. The Store is open Sundays from noon to 4:00 during the entire month of December.


This letter was only cost $550 to be mailed to 1,164 customers.


And the results?


It brought back a $43,307 from this one promotion (source: USPS’s Direct Mail By The Numbers). That’s a gigantic $78 return for every dollar spent. Not a bad return on investment — just by asking your existing customers to buy again.


One of the special “tricks” they used in this letter was mail merge. They merged the customer’s first name (one database field) and also the customer’s suit size (another database field). This is very simple to do with today’s word processing programs.


Just look up the words “merge” or “mail merge” in your word processing program’s help index. So the letter would look like this when originally setting it up:


Dear ….First Name…


This could be your lucky month.


From time to time, we experience an overstock in a particular suit size and this time it’s …Suit Size.... Since you wear this size, I’d like to offer you a special incentive…. And creating a personalized promotion to your own house list is just that easy.








The Power of Direct Mail
Why Do not More Businesses and Practices Use Direct Mail?
The 3 Components of Successful Direct Mail
Who Are You Targeting Direct Mail?
The Secret to Selecting A Good List
What Kind of Lists Are There?
Working with Compiled Lists
Cloning Best Customers Using A Customer Survey
How to Get Survey Results?
Analyzing The Results
Working With A List Broker?
Direct Response Lists
3 Guidelines to Selecting Direct Response Lists
The Absolute Hottest List of All
The Copy and Creative
The Formula for Writing A Winning Letter
How to Create Good Direct Mail?
Headlines for Letters
What Headlines Should Do?
Headline Appeals That Last Forever
How to Make Advertising Pay?
How to Create Killer Headlines?
Tips for Better Writing
The Problem-Agitation-Solution Formula
The PS
The Irresistible Offer
Make Prospects Take Action Now
Expiration Dates Increase Response
Creating A Compelling Reason Why
Using Overlooked Assets
Holding Names Hostage in Computer
Creating Database
Segmenting Database
Birthday and Special Events
Using Preferences and Personal Details from Database
Keep Mailing Customer List with Reasons to Buy
Gathering Testimonials from Happy Customers
Bring Back Old Forgotten Customers
Getting The Message Delivered
The Secret to Double-Digit Returns
How to Use Testing for Breakthrough Marketing Results?
What Makes The Test Successful?
Understanding and Profiting from Customer Lifetime Value
How High Is High?
Testing For Maximum Results
What to Test?
Split Testing
Keep Doing What Works
How to Know What Works?
Working The Numbers
Action Steps to Maximizing Profits
The Power of Endorsements and Joint Ventures
Think about Who Has More to Gain Than You Do
Setting up The Deal
The Method to Madness
Reverse Endorse



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Using Preferences and Personal Details from Database
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