Mail Marketing is putting your brand in your client's hand
Any veterinary practice with a computerised database has a unique and powerful resource.
You have direct access to clients who already know you and trust you.
Mailing has a number of advantages over other approaches:
Trust in the mail is increasing. It empowers people to make their own decisions in their own time and space, so that they are in the best possible frame of mind when your brand is in their hand.
Increasing exposure to e-mail spam and unwanted telephone sales calls has served to enhance the power of mail. Even phone and electronic messages from known and trusted businesses are perceived as intrusive when they impose on people at a time when they are not in a receptive mood.
People enjoy receiving personally addressed mail - it gives them a warm feeling. Referring to a family member (the pet) by name and keeping them up to date on their health status shows that you care about them.
Reading the mail is generally a private and individual activity and therefore potentially the most involving and rewarding, re-inforcing the reader's sense of importance.
Mail means leisure - Consumers open their mail at a time and place of their choice. They are therefore likely to be more receptive to it than other approaches which arrive at a time when they have not chosen to be exposed.
Mail is durable - it spends a long time in clients' homes. If it's relevant, they'll keep it, perhaps to serve as a reminder of your phone number. The longer it is kept, the more they, their friends and their families are exposed to your brand.
Appealing mail, enhanced by the use of colour and images is more likely to be placed in a prominent position such as the fridge door to act as a reminder.
Your mailings in your clients' homes will act as advertisements to their friends and family and provoke discussion about the services you offer. You will be reaching out to potential new clients.
People appreciate clear and concise messages in their mail - the primary message should be obvious and not lost among secondary messages.
Use other, secondary messages to embellish and add to the primary message.
Newsletter style letters are particularly effective for keeping the primary message in a clear and prominent position with secondary messages in separate boxes and columns or on the reverse.
Mail allows you to be creative - you can test different formats and approaches and measure the response to make improvements in the future.
Mail gives you the physical space and formatting scope to develop your brand
Mailing is cost effective
Mail marketing delivers, on average, £14 return on investment for every £1 spent.
In the last 5 years mail marketing has grown over 2.6 times faster than the advertising industry as a whole.
Mail is the most responsive advertising medium - 60% of all consumers respond to it and this figure is higher for warm mailings - that's what you will be sending to your clients.
Mail is the most targeted form of advertising available. You select your own audience and talk to them on a personal level. It's often this individual attention to which clients respond.
Mailing is successful
Mail is highly successful in raising brand awareness and increasing brand affinity. Its unique features enable you to achieve four key objectives:
Brand development
Client acquisition
Client retention
Develop client relationship
Make your business successful
Contact us at innovetmail and let us work together to develop your brand, and enhance your relationship with existing and potential clients.
