Recently I was chatting with one of my furniture store clients. Now keep in mind this guy had a large list of customers, 6,000 customers names and addresses for one store and 4,500 customer names and addresses for his other.
And here’s the key point– he had never mailed anyting to anyone on his customer list. Not a sale flyer, not a greeting card not even a “Hey we’re still here” post card. Nada.
Some would be shocked reading this is, others not so much. Why the disparity in reactions?
I think it boils down to how often a retailer uses direct mail, or if they use direct mail period. With retailers I’ve spoken to less than 50% use direct mail, and an even smaller percentage use it on a regular basis.
After much prodding I was able to get my client to take advantage of his huge untapped resource, and 10,500 customers on file is a great resource.
Long story short is that through careful testing we turned that customer file of his into a real moneymaker for his business however that’s not the end of the story.
Now keep in mind it’s been 3 months since we ran his first direct mail promotion just for his customer list. A couple days ago the client called and said, “Mike, you may not believe this, but this morning another customer brought in one of the direct mail pieces we sent out?”
He was surprised. I wasn’t. I’ve had similar instances play out with other retailers over the years.
Then he said something that told me “he got it”. He said, “We don’t have folks come into our store referencing a newspaper or radio ad we ran two months prior.”