TIP: Mail to 500-1,000 targeted households. Use postcards or catalogs and offer a“ time sensitive” reason for your customer to visit your store.
Myth # 3: Our customers are online, not in their mailboxes. We know customers use Facebook, email and text. There is an assumption that digital has replaced mail. BUT mail gets attention. To reinforce your message, follow up direct mail with email and social media. When customers see the same promotion across multiple touchpoints, it strengthens recognition and increases the likelihood they’ ll take action.
TIP: One of the best performing combinations is direct mail, followed by an email reminder, social media post and in-store signage.
Myth # 4: We can’ t measure if mail works since there are no clicks to count. If it brings feet through the door, it’ s measurable!
TIP: Make mail trackable with a unique coupon, QR code or card to turn in.
Myth # 5: We tried it once, and it didn’ t work. A single, poorly timed or poorly targeted mailing can leave a bad impression. Without repeated mailings, customers don’ t have the chance to recognize or remember your message.
Direct mail— like most marketing— requires consistency to build results over time. Each mailing plays a role in moving customers along the path to trust:
• One mailing: Creates awareness
• Two mailings: Builds familiarity
• Three mailings: Establishes trust
Marketing is like farming, not hunting— it requires ongoing effort and patience to cultivate relationships and produce long-term results.
Multiple Touchpoints Matter in Marketing In marketing, the widely accepted recommendation is that it takes a minimum of seven touches or contacts with a customer to create awareness and effectively motivate them to action. Putting all of your marketing efforts into one channel is narrowing your opportunities to hit that number of touches. Direct mail works best when it’ s part of a broader marketing strategy.
Why Direct Mail Marketing Works for Christian Bookstores Direct mail marketing is especially effective for Christian bookstores because it aligns closely with the values, habits and demographics of the customers they serve. The following are several key factors that make direct mail particularly well-suited for reaching Christian bookstore customers:
• Our customers are relationship driven.
• Our focus market shoppers are typically ages 35-65 and are more likely to read physical mail.
• While we strive to appeal to all demographics, many secondary customers are older adults and grandparents who value physical stores and respond well to mail.
• Our stores have many events and seasonal buying opportunities for Christian families.
• Faith-based shoppers value trust and tangibility and want to know they can trust your products. A printed piece feels personal and trustworthy.
Our stores succeed by building relationships, trust and community, not just competing on price. Direct mail supports this approach by reinforcing your store’ s mission and values and creating ongoing touchpoints that strengthen loyalty and help customers feel connected to your store. And unlike many digital messages that disappear quickly, a postcard or catalog left on the kitchen counter can create multiple impressions over time.
“ This past year I sent out cards to area pastors for Pastor Appreciation Month. I included a $ 10 gift certificate in each card. I was so pleased with the turnout. Over 20 were redeemed— which was a great percentage of what we sent out. And we had a few pastors come in that I had never seen in the store before.”
Bethany Martin, Faith & Life Bookstore, Newton, KS
How to Make Direct Mail Marketing Work for Christian Bookstores Direct mail can struggle if businesses don’ t create opportunities to connect with customers— such as hosting events— or if they fail to capture customer contact information in-store. Addressing these gaps makes a big difference.
Key strategies to maximize profitability include:
• Tie mailings to your POS system to track purchases generated by each campaign.
• Capture emails and mailing addresses at checkout to build a robust contact list.
• Track redemptions using coupons, promo codes or loyalty cards.
• Invite customers to future events, creating multiple touchpoints and reasons to return.
10 CRA today / www. christianretailassociation. org