Customer connections, a direct mail overview.

Use Direct Mail to drive customer communication.

Direct Mail is personal. lt’s targeted.

People like it as long as it is relevant to them. It’s cost effective. It works. And it doesn’t have to be complicated. Plus, it puts you in control of driving your customer relationships forward – steering them in the direction you want them to go.


  • Build relationships – regular newsletters are a great way of doing this.
  • Maintain relationships – with bounce-back offers and discount vouchers.
  • Send seasonal and special occasion messages.
  • Check customer satisfaction and gain feed back with questionnaires.
  • Update your address files – make it easy for customers to do this for their convenience.
  • Send information about your new products.
  • Say ‘thank you’.

STEP 1 – Getting started

Simple and easy, when considering how to tell customers about a – new store (for example), direct maiI presents itself as an obvious communication channel. You already have existing knowledge of customers from your successful current outlet – an advantage is you understand those customers who visit your store. The quest for you is how to communicate effectively to this group. Maybe your a premium brand with distinctive types of customers and prefer to ‘talk’ to them directly, one-on-one. Direct mail allows us to do this.

STEP 2 – Targeting the right customers

Having chosen direct mail as a preferred communication channel, then analyzed the data you already held about existing clients. Say it showed that key markets are the international visitor market and the corporate and local markets – predominantly made up of affluent females, aged 35+. This would be the initial focus marketing on the local market – women aged over 35, living in the mid to high socioeconomic areas of your new store. You just need to find out who they are and where they live various database exist that will allow you to send or make contact to your audience.

STEP 3 – Creating the right message

This one is nice and simple. As you now know who the customer is and where they are tailor a message to suit, maybe an offer to bring them to your new store.

STEP 4 – Keeping the communication cycle going

Once you have sent out the direct mail piece, telling targeted, potential customers about your new store, then plan to follow up with regular communications. Targeting customers with direct mail will help you get to know them, build relationships with them and anticipate their needs and wants. Similarity, use direct mail to tell customers about new products, particularly if your customer, has other possible customers who is looking for something ‘extra’ special you know certain customers will like. See keeping in touch with your customers as part of giving great customer service.

  • The New Zealand Lifestyle Survey – updated annuity, this provides detailed nationwide insights on lifestyle and purchasing behavior from over 200,000 households over 400,000 individuals, to help you effectively target potential customers.
  • Mailchimp is a great online tool for talking with online customers, it’s free and very easy to use.
  • Mailbase from NZ post – an easy-to-use, online tool that lets you create and send your own direct mail campaign, all from your desktop. Or DM One – one-place, one-price direct mail package gives you data, stock, print, mailhouse, postage and lodgement costs up front so you can easily work out your campaign budget.

Call for Direct Mail products Flying Lizard can help with. Ask for Dayne Smith 0064 21 323 244.