You have worked hard to build your list. You’ve captured email addresses, leveraged partners, run sweepstakes and rented names. Long gone are the days when a sizable list of names and addresses are, in and of themselves, a great asset for a catalog company. These days customer reactivation is no longer enough to sustain a business. We need to maintain and grow customer buyer files by adding new customers. It is time to drive some revenue!
The sooner your hot prospects find something compelling from you and buy, the better your chance of activating that lead.
Three Ways to Activate Hot Prospects:
- Incentivize new site visitors
- Remarket those prospects
- Develop and mail a prospector catalog
Give an immediate incentive to new prospects
Capture an email address and trigger a Free Shipping offer to a brand new prospect. It is likely they are considering alternatives to your product on other trusted sites where shipping may be a non-factor. Dazzle them with an amazing experience.
Remarket prospects with digital and email campaigns
Your data will indicate, over time, which hot prospects warrant a paper-based onboarding campaign. Meanwhile, digital retargeting and remarketing is a critical and high-return tactic in your conversion toolkit. There are two major components to your onboarding campaign: reminders and relationships.
- Reminders – partner with a digital provider to follow your prospects around the internet with images reminding them of the fabulous items they saw on your site. Additionally, consider a browse abandon or cart abandon email service. As a consumer, these services can be very helpful reminding a shopper what they intended to purchase. They can also be annoying if they are not highly personalized and relevant. As a catalog marketer, remarketing typically has an incredible ROI. It is worth trying.
- Relationships – test your way to a hard-working email introduction strategy for your hot prospects. You must connect to let them know what you are about and why they should engage more deeply with you. Try up to five touches, with and without incentives. If you have segmentation information, use it to deliver a highly relevant experience. But, if not, keep it simple. Lead with your strongest converting products and images and tell a story that allows your company to stand apart from the onslaught of others trying to sell their wares. If you did not catch them via remarketing, you must build a relationship to catch their eye the next time.
Develop and mail a prospector catalog
Our most successful clients have tested their way to a strategy to convert catalog requestors into customers. A prospector catalog is a great tool.
How to create a prospector catalog? Choose your most profitable, high performing products. These may not be the newest products in your arsenal but they are compelling, proven performers. Consider a letter-rate mailer with images and products chock-full of your proven winners, built with enough branding to tell your company story. This is your print introduction to your new prospects. Put your best foot forward!
A quality letter shop can inkjet a free shipping offer or other incentive on your prospector mailer. Some letter shops can build custom covers or messaging based on the browse data associated with the prospect. If not, just lead with your best sellers and test your way through the incentives.
Mail the prospector catalogs quickly once requested. Strike while the iron is hot!
Thinking of adding a catalog campaign or postcards to your marketing mix? Contact Hansel Group Marketing to discuss how adding print can generate incremental sales.
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