THE DIRECT MAIL PATH TO CLIENT RETENTION |
Client retention is key to success. Existing clients are a viable source of repeat business—and that business comes in at a much lower marketing cost since you don’t have to spend money to find those customers and tell them what you do. Even if past clients aren’t ready to engage you again, they can be a valuable source of referrals—and the prospects existing clients bring you are better than cold leads. They’re likely to be pre-disposed to working with you because they know the people who are referring you. To keep clients buying from you and referring new customers, you need to build long-term relationships. Loyalty doesn’t magically appear out of nowhere. You have to cultivate it, and that means marketing. Today, brand communications are dominated by all manner of digital marketing channels—websites, social media, blogs, YouTube videos, and emails. Yet traditional direct mailing can still be a powerful way to engage a key audience. |
What Is Direct Mail? Direct mail is a marketing strategy that involves sending a physical letter, postcard, coupon, newsletter, mailer, brochure, catalog, or packaged gift to people you want to influence. The direct mail piece contains information about your products or services and a strong call-to-action (CTA). Your mailing list is free—it’s the customer list you already own. Plus, you can send your customers mailings without first getting their permission, unlike emails where the recipient has to first opt in to receive your messages. |
What Are Direct Mail’s Strengths? Direct mail has a better response rate than email, its closest digital competitor. According to the Direct Marketing Association, direct mail’s overall response rate is 4.4%, compared to a miniscule 0.12% for email. The response rate for in-house lists, such as your customers, was 9% in 2018. People actually like direct mail. One study reports that 76% of people trust ads they receive in the mail. Four in 10 people say they have an “emotional connection” to checking their physical mailbox to see if they got anything interesting. Few people feel that way about checking their email inbox, with an average of 121 emails a day. Direct mail can create a deeper connection with customers than email. Content can be readily personalized and focused on a specific need. You can also quickly and easily measure results, based on phone inquiries, returned reply cards, or redeemed coupons, without dealing with complicated analytics tools to compare the effectiveness of keywords or monitor click-throughs to landing pages. |
What About Cost? A direct mail campaign does cost more than an email campaign. You have to produce the piece you’re mailing and then pay for the postage. Click here for information on volume discounts available from both the USPS and shipping consolidator platforms. Typical production costs can come in at 30 cents to $10 or more per recipient, ranging from a postcard to a dimensional gift. |
Let Your Imagination Run Free. There’s almost no limit to what you can direct mail customers. Discount coupons are great, but unexpected items can work especially well—gift cards to coffee shops, brand swag, and creative gifts that connect to your brand. |

Jim Passi
Regional Manager
NMLS# 158000
1121 E. Main Street, Suite 121
St. Charles, IL 60174
Mobile: 847-899-1813
Email: jim.passi@alamedamortgage.com
This testimony is from my
This testimony is from my experience being a first-time home buyer going through the process of purchasing a home with Jim Passi from City Wide home loans. Let me just start off by saying how reliable, courteous, genuine, informational and hardworking Jim Passi is. Jim is not like a lot of other loan officers. My house I purchased for under 160 grand, not a huge real estate deal. From experience with other loan officers they don’t want to deal with a smaller purchase or work on a loan that might be difficult. With our credit score being low and work history not at expectations I was almost positive I would have to wait a year or maybe two years before being approved and close on a house. I definitely had doubts that I would be a home owner, Jim worked hard and stayed in contact with us updating us almost every day of the process, even during evening hours and weekends during the stressful underwriting process. Communication is key and I give Jim a 5-star rating with that. I consider myself an average blue-collar hard-working guy that has experienced hardships during life. Jim was never turned away by the hardships, he was understanding of them and I feel like it made him work even harder to make this process a success.
I just successfully closed on a house with my fiancé. Jim did what I thought was impossible. Again, with our credit score being under 600 and spotty work history it was a difficult process that became a success with a lot of hard work. Jim also got me the best interest rate that was available. He was constantly checking the market and keeping me informed on what was available. He wanted me to take my time and make sure what rate was in our best interest. Jim has a cretin genuine care for his clients and speaking with him so much during this process I know he truly cares and wants to help people. Even after we closed Jim called and congratulated us with excitement. Jim made a dream come true for us that I was sure we would have to wait for. I’m just going to say if he made my dream come true with all the problems I had he can make a lot of others come true for any one in a similar situation. Jim Passi is highly recommended.