This past season, I did almost all my shopping on Amazon. They make it so easy, don’t they? Just when you’re wondering what to get for that impossible-to-buy-for person, they pop up in your email box with a helpful reminder. If you don’t like what they’re suggesting, that’s okay – they’ll suggest products that other people liked.
It’s a genius business model. They draw you farther and farther into their world, get more and more information about you until they know you better than you know yourself. Because of this smart, top-of-mind model, they’ve made billions. Here’s more on how to sell on amazon step by step have a look at our own web-page.
Believe it or not, you can apply some of those same concepts to your own direct mail marketing.
- Know your customer. Amazon is so successful because it can recommend products before you even realize you need them. Are you doing the same with your existing customers? Do you know when they’re due for service, when they’ll need replacements, when other customers have historically come to you for new products and services? Make sure you’re using all that information to present the right products to your customer at the right time.
- Be ubiquitous. Amazon is everywhere. You turn on the TV, Amazon’s got a commercial for the Kindle. You go online, there are emails bursting with things you want to buy. Amazon understands that to stay on top, it’s got to stay in front of its customers all the time. In direct mail, the temptation is always to send one mailer and call it a day. But that’s not how marketing works. In order to have people remember you and eventually buy from you, it takes multiple impressions. Just as Amazon varies its advertising, you’ll want to vary your direct mail with letters and postcards and dimensional mail. Stay in front of your customer as a constant background to their lives, and they’ll reward you with their business.
- Add a smile. Amazon is all about making people happy. It’s so important to them, a smile is right in their logo and branded onto the side of every box they send. Amazon excels in finding new ways to surprise and delight its customers. Are you doing the same? Are you sending unexpected coupons to your best customers? Are you sending them notes just to thank them for letting you serve them? Are you going above and beyond? If so, you’re adding smiles.