Recently, I came home to a postcard from a boutique fashion retailer. They actually sell clothes that 40+ women like me can wear and enjoy – bliss. Was there anything incredibly unusual about the postcard? Not really. What mattered was that it was in my hand. These days, receiving a personally addressed message that isn’t a bill doesn’t happen every day.
What did this business do right?
- Collected my details at the time of a previous purchase, to build their database of qualified target customers
- Sent a postcard that was bigger than average, so I noticed it immediately when I went to the letterbox
- Made sure the design was consistent with their brand (understated, but well thought out and classy) with appealing images
- Made me an offer – there is a tear-off $30 gift voucher on the back (available only for new season clothing)
- Created some urgency – the voucher runs out in a month
- Made the offer trackable – to redeem it, I need to bring the voucher to a store, or enter the voucher code to buy online. So they can easily measure the success of this activity.
Am I going to have a look at the new range before the voucher expires? Absolutely.
How hard would it be to implement a similar offer to existing customers of your business?
Why not try it out? Start with a small test and see how you go.
