These days, standing out from the crowd can be tough, especially when you need more reviews for your small business. While digital marketing is a popular strategy, don’t overlook offline options like direct mail. You might be surprised to learn that incorporating direct mail can effectively encourage reviews.
Direct mail creates a physical connection with your audience. This helps with your brand’s reputation management, boosting credibility and trust. So, if you are seeking more positive feedback, learning how to use direct mail to solicit reviews might just be your solution.
Why Customer Reviews Matter
Positive reviews help your business stand out. But you knew that already, right? Today, people rely heavily on online reviews. Think about the last time you searched for a new restaurant or plumber. Did you choose the business with no reviews?
In fact, 86% of consumers read online reviews for local businesses before deciding to do business with them. Let that sink in. That means almost every single person considers reviews before spending money. What’s more, a negative review has the power to deter up to 40% of prospective customers.
A higher number of glowing reviews translates to higher click-through rates, ultimately leading to better sales. Positive feedback builds trust and credibility. People are more likely to buy something if others have had a great experience.
Using Direct Mail To Get More Reviews
Sure, you could send a mass email asking for reviews, but will people open them? Probably not. A lot of marketing emails end up in spam. According to GetResponse’s 2022 email marketing benchmarks, North American marketing email open and click-through rates are only 39.64% and 3.25%.
But how do you effectively use direct mail to solicit reviews? Using this strategy for reputation management requires careful planning. Keep these factors in mind:
Target The Right Audience
Sending generic mailers won’t cut it. You need to consider your ideal customer and who is most likely to leave a review. Segmenting your audience is key.
Consider factors like age, past purchase history, demographics, and how often someone uses your products or services. The more targeted your mailer is, the higher the chance that someone will take the time to write a review.
Create a Clear and Concise Message
Your mailer should instantly grab the recipient’s attention and entice them to keep reading. Start by explaining how much you value customer feedback. Don’t be shy. Let them know that reviews help potential customers feel confident.
This will take some brainstorming, but focus on writing something clear, concise, and engaging. Remember, you need to grab your audience’s attention quickly.
Include a Compelling Offer or Incentive
Everyone loves a freebie. Consider providing an exclusive discount code, a small gift, or even entry into a prize draw. Just make sure the reward is appealing and encourages participation.
Use High-Quality Design and Printing
Think back to the last time you received something other than bills or junk mail. Did it stand out to you? Chances are it was professionally done.
Investing in high-quality materials shows recipients that you care about your business. This leaves a positive impression and encourages a response.
Make It Easy and Clear for Customers To Leave a Review
Provide clear instructions on how to leave a review. Tell your readers what you want them to do. Use action-oriented words like “Write a Review Today” or “Share Your Feedback for a Chance to Win.”
Make it incredibly easy by including a QR code that links directly to your preferred review platform. The easier it is, the more likely a customer is to leave feedback.
Use EDDM for Soliciting Reviews
Every Door Direct Mail (EDDM) offers an affordable solution if your business serves a local community. You can target specific zip codes or carrier routes without needing a mailing list. Since EDDM helps manage costs and reduce wasted coverage, consider this cost-effective option if budgets are tight.
Benefits of Direct Mail Marketing for Reputation Management
Direct mail can be incredibly impactful on reputation management and yield a high return on investment (ROI) when combined with other marketing channels. However, you need to ensure it aligns with your overall marketing plan.
Tangible Marketing
Direct mail creates a tangible connection that is more lasting than online ads. Think about all the digital noise that surrounds us. Social media ads, banner ads, emails… it gets to be a lot.
Even opening a piece of physical mail creates a memorable experience. This increases your chance of making a lasting impact.
Targeted Approach
You know those flyers people stick on windshields in parking lots? Do those appeal to you? Not really. Getting something directly addressed to you is different. With direct mail, you can tailor each aspect. This increases the chance of conversion.
Less Competition
Compared to the overflowing digital landscape, there is way less competition in someone’s mailbox. Think about it: people are more likely to engage with your message because fewer distractions are fighting for attention. They are also less likely to throw it in the trash, which is what you want.
Integration With Other Marketing
You are most likely already using social media, SEO, email, or some combination for your overall strategy. And yes, you should keep doing those things. You don’t have to pick and choose.
Direct mail campaigns work well alongside other marketing initiatives. Include your website address or social media channels. This creates a seamless experience and keeps your business top-of-mind.
Boost Your Reputation Management Efforts With Positive Reviews
With some planning and an understanding of how to use direct mail to solicit reviews, your small business can experience increased customer trust and, hopefully, boost those all-important sales.
At Taradel, we understand the power of reviews in driving your business forward. With our seamless direct mail solutions, targeting your desired audience for feedback has never been easier. Whether you’re reaching out to local neighborhoods, uploading your own list of valued customers, or pinpointing specific consumers and businesses, our platform is designed to streamline your campaign from start to finish.Get started on your next direct mail marketing campaign on our platform today. Begin harnessing the power of direct mail to gather valuable feedback, amplify your reputation, and ultimately, grow your sales.
