Mail-Call-Mail: The Right Way to Use Both Marketing Tools.

Forget the bulk mail “send-and-wait-for-a-response” program. It’s too expensive and typically yields inadequate results. Same with inserted fliers, coupon books, handouts, door tags… it’s all old-school. Enough already, you are wasting your money. The times have changed and marketing requires a different approach. Do not spend money on blind mailings unless you are prepared to back them up with calls.

In today’s market, it’s more about creating a relationship and building trust. The “customer experience”, it’s called. Business is not just about price.

Here is a better path to take: Try mailing out your circular/flier/coupon, but follow-up with a telephone call. Now, you have a reason to talk. Do not mail to more people than you can call back within a week or you will lose the value of the mailer.

“I mailed you a letter. I wonder if you had a chance to consider what we are saying?”

“Oh you did not see it? I will mail again. What is the best way to contact you? I can email it to you right now.”

Then, mail again (or email) and call the customer as agreed. It’s best if you establish a “what-and-by-when”, as then you are more deeply involved. You have already created the beginnings of a relationship through the mailing, now take it all the way to a conclusion.

Alternatively—or additionally—after speaking to the potential customer, bounce back with another mailer, email or other communication piece thanking him, giving him more information, or somehow furthering the relationship. The sale will come as the relationship is deepened.

Mailing before the call sets it up, while mailing after the call continues the development of the relationship. Combined, the mail-call-mail equation works.

Mail, call, mail, call, mail, and call… until the sale is made. Repeat the process until the prospect becomes a customer.

This works, and it is a valuable strategy.