Direct Mail Marketing – Factors that Affect Your Customer’s Buying Decisions

Cultural factors, social factors, and personal factors all affect and influence a consumer’s buying behavior.  Direct mail marketing can tailor a message to create the most effective campaign to reach your clients.

The filters that a customer uses to view your product or service comes from the many things that make up who that customer is:  Cultural background, social status, social circles, family, occupation, economic circumstance, personality type and core values. The consumer makes their buying decision individually and unique to that person’s set of characteristics.

Direct mail marketing, to a similar customer based on a model of who you have previously closed on a sale, helps increase the likelihood that a similar type client will purchase your product or service. Working with your direct marketing agency you can create these data models to increase lift on your mailing and see more return on your investment.  These models in conjunction with integrating credit data information can increase the propensity that the customer will not only be ready but also be able to purchase your product or service.

Wouldn’t it be nice if your customer only had to decide if they wanted your product or service and not the many options you most likely provide?  As Henry Ford once said “People can have the Model T in any color – as long as it’s black.” Consumers today have many choices and it is the goal of the direct mail marketer to make sure your product is at the forefront of the consumers mind when they are ready, willing and able to buy.

The very nature of direct mail marketing lends itself to this effective type of marketing.  Because direct mail marketing has a long “shelf life” your customer is likely to still have the direct mail piece lying around when they come around to making the buying decision.  The well written, properly designed, highly focused, and expertly timed direct mail piece can and will convince your prospects to become customers.

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