Customers react to compelling welcome kits that go beyond a canned, generic email which they receive from every other retailer. In fact, relevant and custom images convert 7x better than stock or non-relevant options. Move that one-time buyer to brand advocate and loyalist status by connecting with them based on their first purchase.

With first time customers you are developing a brand impression they will either talk about or ignore. Balance your brand building investment with the potential of each customer. Based on additional data, such as whether the source of the conversion appears price driven or if it was a gift purchase, you can determine the type of direct mail response they receive. It’s all about balancing the cost with the return – just like paying for a click.