Most people are familiar with the bathtub theory of marketing, but let me just give a short overview before we start. Your business is the bathtub, it has cracks and leaks (customers leave, or go out of business). Your acquisition programs are the faucets that help to fill the tub with water (new customers). Some customers stay and make more purchases, some don’t need you very often, and then some leak out and move on. When people liked other tubs (your competitors) better, they leaked out and moved on. The trick to keep the bathtub filled is to keep the faucets going and plug as many leaks as possible.
This process focuses not only on acquiring new customers, but on keeping the ones you already have too. That is the real key to maintaining and growing. Direct mail is perfect for this. Direct mail is very effective for prospecting thru follow-up. Many times marketers get caught up in the rush to use digital channels to the exclusion of direct mail. They forget how strong, good direct mail can be. You need a constant flow of marketing to keep filling your tub. Whether you are a B-to-B company or a B-to-C one you need to continue to market effectively.
Now you can’t fill your tub with just anyone. You need to find the right people who need your business. The right people are the ones who need what you offer, can afford what you offer and have a history of using businesses such as yours. Direct mail can be a very powerful marketing tool for finding these people. When executed correctly you can see a great return on your investment. Creating targeted mailing lists is easy compared with other channels. A highly targeted list fills up your tub quickly. Once you have them in your tub, direct mail will help you with client retention too. This keeps the leaks in check.
These days in marketing, it’s all about the list. We gather more and more information on our customers and prospects so that we can better target our message. That is one of the great advantages of direct mail. There are many choices in mailing lists and with so much information out there about people, filtering the lists into segments for messaging is easy. You can even do this when you don’t know much about your customers. You can run a profiling tool on your data which can append psychographics as well as demographics. This will help you to find more people like your customers.
So, now that you have your tub, you have your faucets on full flow and your leaks are stopped up as much as possible, your direct mail marketing will keep this pattern for you. You cannot stop the process of acquiring new customers and keeping the existing ones. Your direct mail will be the valve that your faucet needs to keep the water flowing.