Marketing by Mail for Businesses Open During Pandemic

Marketing by Mail During a Pandemic

During this “Slow-Down” What’s the Best Tactic?

It has been an unprecedented year.  The global pandemic has forced businesses in every industry and of all sizes to re-think how they conduct business and present themselves in a safe, yet effective way.  Marketing by mail is a tactic that is perfect for the current global situation.

Although most businesses have seen a decline in sales and revenue, now is not the time to cut back on your marketing budget.  Successful businesses, navigating these turbulent times are still reaching out to current and potential customers.

Your Target Audience is Home

Most of us are stuck at home during the pandemic.  That means we’re more likely to be around to grab our mail and look at it – it may even be the only source of fresh entertainment these days.

Prior to the pandemic, it may have been 3-4 days between trips to the mailbox.  These days, 37% more of your customers are excited to receive their mail daily and 30% more are reading the marketing materials compared to before the pandemic.

Because people are mostly indoors at home and looking for things to do, now is a great opportunity to put your business in front of your loyal customers and new prospects.  Marketing  by mail allows you to communicate with your customers that you are open, safe and what services you’re currently providing.

For new prospects, you can offer the same communication but maybe add a special or offer to get them to try your service for the first time.

It’s a Great Time for Home Upgrades

Not only is your target audience stuck at home, they’re also stuck looking at the original cabinets they’ve been considering replacing or dreaming of the pool in the backyard they’ve yet to pull the trigger on.  With more and more people at home, consumers are open to investing and making changes to their homes.

Catch them at this opportune time with an attractive postcard that showcases your high-quality work to further entice them to make a buying decision. Use your direct mail marketing dollars to provide a gentle nudge to make the changes they’ve been dreaming about for the past few months.

Marketing by Mail Puts You Ahead of Your Competition

Marketing, especially through the mail, is a numbers game.  The more you can stay in front of your customers and prospects, the better off your business will be long-term.

One of the biggest mistakes your business can make right now is cutting back on marketing and falling behind your competition.  Instead, stay ahead of the competition by constantly communicating and maintaining or even increasing your ad budget.

Unfortunately, many businesses have had to close their doors leaving their loyal customer bases open and available.  Make sure you’re first in the mailbox to these potential new customers.

Don’t just be first in the mailbox, truly stand out and grab attention!  Now would be a great time to explore new ways to market your business through direct mail whether it be a larger mail piece or including personalized, variable data. For more information on how to stand out from the competition, check out these pro tips. 

Remain Recognizable and Build Your Brand

Now is the perfect time to get prospects familiar with your brand.  Again, because your prospects are mostly at home, your reach can increase and you can really hammer home your messaging to people.

In all likelihood, a new customer isn’t going to walk into your business after the first direct mail piece they receive.  However, if you reach out to them multiple times in conjunction with your other marketing efforts, you’ll move closer to helping them make a buying decision with you.  Use a catchy offer or a colorful postcard to stand out and make your brand memorable.

Talk About How You Keep Customers Safe

Now more than ever, it is important to communicate with your customers and prospects about safety of your business and its practices.  Consumers need to know whether it’s safe to have you in their home or when they visit your store.  Communicating your policy on masks, social distancing and safety protocols will go a long way in building trust and loyalty from your customers.

Final Thoughts

We don’t advocate that you leverage a bad situation for gain – but, right now there’s an opportunity for you to be the solution for a stuck-at-home-client. One Stop Mail has all of the resources, from start to finish, to help your business achieve your goals.

Whether your goal is to drive up sales and ROI or simply keep in touch with your customers, now is a great time to spend on direct mail marketing and finish 2020 strong! Call 602-233-3003 to get started on your successful campaign, today.

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Top 3 Inexpensive Marketing Mailing Lists to Target New Customers 

The first and arguably most important box to check when developing a successful direct mail campaign is determining your target audience.  You can design the most engaging mail piece, but if it isn’t mailed to the appropriate prospects, the likelihood of receiving any calls or clicks to your website drops dramatically. The right marketing mailing lists maximize the success of your campaign.  

There are critical steps to take before you take the step to rent or buy mailing lists.  To get the outcome you desire, determine who will respond to your product, service, or special offer. 

How to Choose an Audience

The first step is to take the time to think about your ideal customer.  Perhaps your ideal customer are the ones you already have.  Maybe your ideal customer is slightly different than your current base.  Either way, it’s best to think about what demographics make up your ideal customer.  

 Jot down a list of characteristics like:  

  • Household income 
  • Homeowner or new homeowner 
  • Married with Children 
  • Single 
  • Do they live in a specific neighborhood with home with certain home values? 
  • Are most of your customers within a one to threemile radius of your location or are your customers spread out?  

All of these factors play into the right targeted mailing list you can use to attract new ideal customers.  These traits will help determine the type of marketing mailing lists to use.  Now let’s look at reasonably priced direct mailing lists that will target your ideal audience. 

3 Inexpensive Marketing Mailing Lists

1. Saturation List – A saturation list is exactly what it sounds like.  A list of addresses with zip codes that encompasses a radius around a particular location and “saturate” or mail to every address.  This list is for businesses that want to attract new customers in a particular area (maybe a two to threemile radius from your physical location) but don’t need to target specific criteria. 

2. New Homeowner List – Mailing to new homeowners is a great way to get in front of an audience that is ready to spend money and needs specific services to personalize their home.  Every new homeowner wants to make their new house their own whether it be shutters, blinds, storage, kitchen/bathroom remodels, and much more.  Or they need new services in their new neighborhood like restaurants, dentists, pest control, or pool services/landscape. 

3. Consumer List – Some businesses may require an audience that meets specific sets of criteria.  When considering a consumer marketing mailing list, think about things like household income, home sale value, or age of residents in the household. 

Finishing Touches

After you’ve nailed down your target audience, don’t forget to craft a call to action (CTA) that matches the criteria on your list.  You don’t want a CTA or special that misses the mark on your new leads.   

If you’re addressing a new homeowner, congratulate them on their new home.  If your list is households with children, highlight kids in some way whether through imagery or special offers.  Also, if you buy mailing lists that includes the prospects’ name, personalize your mail piece and include their first name or any other data point you can incorporate.  Personalization in a mail piece only strengthens your chances of the person reading your mail and taking action. 

We Can Help

If you don’t have an internal marketing team to design your next direct mail campaign from start to finish, turn to One Stop Mail – we do all the heavy lifting for you.  From professional, eye-catching design, to affordable mailing list and data services, to deploying your mailings, you can depend on One Stop Mail to deliver outstanding results and help you stand out in the mailbox.  Call 602-233-3003 to get started on your successful campaign, today. 

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Winter is coming: Get a jump on your holiday direct marketing tactics

When it comes to holiday marketing, it’s time to start planning for it. The Holiday season – starting with Black Friday and continuing through New Years – is prime retail season for everyone, and you should focus your budget on proven direct marketing tactics.

Direct marketing via postal mail can still have a vital role to play, especially for smaller shops looking to compete with the “big box” stores in town. Creative, interesting, and engaging holiday marketing materials will help ensure people remember you, no matter what Macy’s has on special.

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