Direct Mail

5. Mailing Existing Customers

Mailshots to customers can be used to introduce a new product, to make a special offer, or simply to keep customers informed and build loyalty.

5.1 A small travel company planned a schedule of three mailshots in the run-up to its busy January-March booking period:

• September - Invitation to a slide show.
• November - List of holiday ideas and special offers.
• January - A letter introducing the company's new sales manager, explaining how capable and experienced she was (and thus doubling her chances of selling to existing customers).

5.2 You may not need to pay for a separate mailshot to reach existing customers, as you can enclose 'stuffers' with other mail you are posting anyway.