5 Direct Mail Strategies For Fitness And Health Companies

There are roughly 36,540 gyms in the United States, and unfortunately some tend fall short when it comes to correctly marketing their company/business. It is important to know that when it comes to Direct Mail, first impressions are everything, and can be a hit or a miss. That’s why so many businesses and franchises have decided to invest their marketing budget in Direct Mail Plastic Postcards. Especially since direct Mail response rates have increased by 43%. So why wouldn’t you want your company to join this rewarding approach to marketing with increasing ROI (return on investment) and groundbreaking results? Still, without following simple rules, your mailing piece could end up tossed in the trash. So, here are 5 Direct Mail Strategies For Fitness and Health Companies:

Target Your Audience

Targeting your customers on a 1:1 level can help to increase the response rates up of your customers by 50% or more. This cannot be stressed enough. Creating a targeted mailing list is crucial to the success of your direct mail plastic postcard campaign. Residents tend to not want to drive over 10 miles to a gym. You will want to make sure that you are sending direct mail to the homeowners that live near your business. This will ensure that you have a real chance of driving customers to your door. There are several different ways to target your fitness and health audience: income, age, households with seniors, households with married couples, households with children, health ailments, homes nearby your fitness or health center, lifestyle characteristics, specific business profiles, etc.

Personalization

Personalizing your direct mailer will help to support your mailing campaign. Approximately 79% of consumers are more likely to engage with an offer if it has been personalized to reflect any previous interactions they have had with the brand or business. Having a direct mailer that lacks any relevant content can generate a lower response rate of 83%. Your consumers don’t want to be treated the same, rather they want to be recognized for their differences, their likes/dislikes, their interests, hobbies, etc. People love feeling special and like the attention is on them. So, give them the joy of receiving a personalized plastic postcard. Try adding a person’s name and any other sophisticated database information can increase the response rate by up to 500%. Not only do you bring more customers in, but you also reward the loyal ones you have. Personalization is key to rewards and loyalty programs.

Attract New Customers

You can easily attract new customers by offering them deals that are specific to them. For example, your mailer could read, "First Month Free!" for your gym membership card. You could even include the card pop out with a magnetic strip on it, so the card is active and ready to use.

Spread The Word

Did you know that people are 4 times more likely to buy when they are referred by a friend or family member? When you offer a reward then you likely t to increases referrals. Typically the size of the reward does not matter. It is important to note that 92% of respondents trust referrals from people they know. This means that customer referral is important and can really help grow your business in customer quantity. By offering deals or specials to customers who refer X amount of friends you are creating a great way for you and your company both benefit. While your customer gets a good saving you have just received 10 more customers. It’s a win, win for everyone.

Set Up To Be Successful

Some companies and businesses fail to reach their marketing purpose. You don’t want your direct mailer to be too crowded, too much color, too much text, and too many pictures. Instead it needs to be clean, symmetrical, easy to read, eye-catching, and meaningful by simply getting straight to the point. You can achieve this by creating and developing a clear headline, colors that pop, a picture or graphic that supports your image and brand, gravitating text, offers/promotions/deals that attract potential customers with an expiration date to encourage use soon, business name, business logo, and contact information. By following these plastic postcard marketing tips, your business will thrive.

If you'd like to find out even more about how to avoid getting stuck in the dreaded "direct mail" rut, or if you have any additional questions about topics like graphic design or targeted mailing that you'd like to go over in a bit more detail, please don't hesitate to contact us today.

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