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How to Create an Effective HVAC Direct Mail Marketing Campaign in 5 Easy Steps

Businesses that rely on local, in-person customers—like HVAC companies—can greatly benefit from running a direct mail marketing campaign to reach more people. Direct mail marketing campaigns gather regional data to contact prospective customers by mail. HVAC HVAC Direct Mail Marketing OneStop Mail blog repair technician working on AC unti outside webdirect mail marketing can introduce a company to many more clients all at once, and at a fraction of the cost of digital marketing.

Direct mail is one of the most cost-effective marketing options out there for companies by offering a significantly higher response rate (up to 10x!) than digital marketing.

When working with a direct mail partner like One Stop Mail, HVAC companies have experience and resources on their side to target ideal customers, create eye-catching mailers and make a big enough impression to draw clients in.

If you’re thinking about running a direct mail marketing campaign, follow these five easy steps to get it underway.

1. Get the Right Mailing List

Getting the right mailing list is key to a successful direct marketing campaign. There are several ways to gather a mailing list.

An excellent base for a mailing list is current and previous customers. However, if you are looking to drive new introductions with your campaign, this may offer limited options.

You can buy or rent lists from list compilers and brokers. They make lists that are easy to revise based on particular industries. By providing a customer profile based on your current customer list, you can show them exactly what kind of customer you’d like more of.

Another option to consider is every door direct mail (EDDM). Working with the USPS to get mailing route information, you can have access to large geographic swathes of potential customers. The only thing they have in common is living near each other, but for local HVAC companies supplying a general product or service that virtually everyone needs at some point, this can be enough to start building contacts.

2. Design Your Mailer Intelligently

One Stop Mail Blog colorful envelops webBoth the content and the design of your mailer matter when it comes to getting noticed in someone’s mailbox. There are many ways to make direct mail intriguing enough to deserve a second glance, such as specialty envelopes or tapping into some color psychology.

Postcards are a common go-to for direct mail. These are a cost-effective option for direct mail with a lot of real estate to include visual cues and information. Opting for slightly larger postcards can get you more space without a significant increase in cost.

Incorporating digital elements into postcards, like QR codes or scannable coupons, is a simple, effective way to take the recipient to a next step.

3. Make an Impression

In marketing, an “impression” is each time potential customers come in contact with your brand. Industry wisdom says it usually requires around seven impressions before someone truly recognizes a brand.

Each time your mailer ends up in the hands of a potential customer, you can make a new impression. By building on design, incorporate information that will help them remember who you are. Snappy slogans or directions framed as, “Find us right next to the Dunkin’ on Main,” can start to build connections for the customer.

4. Utilize Tripwires in Your HVAC Direct Mail Marketing

One Stop Mail HVAC Direct Mail Marketing team strategizing with charts and graphs webThe goal of HVAC direct mail marketing is not always to make a huge profit. Typically, it is a way to extend a business service to new customers. By offering a low-cost service, such as HVAC inspection, and leaning on a discounted promotion, you can connect with new customers, let them see the type of work you do, and hopefully add them to your client list for higher-priced projects.

This is known as a “tripwire.” Price items and services at can’t-resist low costs. Provide something convenient and desirable that clients may have been skimping on until they found the right price.

5. Learn Something

You can’t think of a direct marketing campaign only in terms of the number of dollars it fetches in precise response to this single wave of your marketing strategy. Instead, think of your direct marketing campaign as one of the best options for market research.

Strengthen your mailing list by seeing which neighborhoods responded best to your campaign. Any returned addresses can be removed from your list to streamline your targets and save money on the next wave of the campaign.

Work with One Stop Mail on Your HVAC Direct Mail Marketing

If you’re ready to take on the direct marketing world to enhance brand recognition and introduce yourself to more customers, work with One Stop Mail on your HVAC direct marketing campaign.

With almost 40 years in the direct mail and print services industry, One Stop Mail has the knowledge and experience to support your direct marketing campaigns. Our wide variety of services include mailing list, data service, print, and graphic design, offset, digital printing services, direct mail service, and easy fulfillment. We are truly your one-stop direct mail service!

To expand your customer base, request a quote from One Stop Mail. We can offer you information about how to get started and what your best options might be. Reach out to us today at [email protected] or (602) 932-2722.

How to increase donations man in suit opening a yellow envelope web

Using Direct Mail Campaigns to Increase Donations

How to Increase Donations with 5 Sure-Fire Direct Mail Tactics

In good and bad economic times, achieving your fundraising goals is essential. Not knowing how to increase donations to hit the numbers you need puts your mission in jeopardy. You know what failure could mean – reprioritizing initiatives, delaying, or abandoning them altogether. 

Fortunately, we are sharing 5 proven direct mail services for nonprofit organizations to help fundraising managers hit those all-important goals. 

How to Increase Donations with Direct Mail

We’ve shared many statistics about the effectiveness of direct mail – so you know it gets great results. Here’s a variation – 

Direct mail is 37 times more effective than email response rates according to the Direct Mail Association. 

The smart money says to go with direct mail. According to recent statistics, 42% of recipients read their direct mail and it hangs around the household for an average of 17 days which gives all members of the household time to review it. Explaining sustained giving options may have a better chance to be read and understood in a carefully crafted letter. 

Now that you know how direct mail will deliver, what should you do with it?

How to increase donations senior in blue shirt with envelopes in hands#1 – How to Increase Donations? Reach Out to Current Donors

You’ve heard the old saying that it’s easier to sell a customer than a prospect. Well, the same is true of your current donors. 

Because your donors have shown they are aligned with your mission and want to help your organization achieve it by donating before, they don’t have to be convinced. This group is the most likely mail recipient to give during your next campaign. Yet, it’s easy to overlook them. 

If it’s awkward to start the conversation with someone who has already been generous to your organization, just say thank you for their past support and invite them to continue that support.

#2 – How to Increase Donations? – Use Targeted Lists

Your nonprofit probably knows the type of donor who is the most generous and consistent in their donations to your organization. Create a custom list and use the donor segments that have worked best for you – or send variations of your campaign letter to current, lapsed, and long-lapsed donors to increase donations. 

Sustainer Giving

Instead of requesting a large contribution, consider sending lapsed donors a sustained giving proposal that’s built from their prior giving history. For instance, if they’ve routinely given $200 a quarter, you can suggest they pledge $70 a month to make donations more manageable. 

Major Donors

Send a separate communication to your largest donors, who have a bigger stake in your organization. They may be more interested in special initiatives, the benefits, and how you will use their money. In addition to a special message, the communication may require higher quality stationery. 

Want to know how to increase donations from new major donors? Target high-income neighborhoods on customized lists as 93% of these women donate to nonprofits while 87% of men also donate.

How to increase donations personalized envelope web 1#3 – Personalize Your Marketing to Increase Donations

Nearly every business influencer and sales guru, from Dale Carnegie to today’s experts, know the power of using a person’s name. It immediately draws the reader’s attention and provides a personalized feeling to the mailer. 

When you’re approaching a donor – current or new – with the reasons why they should donate to your cause, using their name can be influential. 

Fortunately, with today’s digital marketing printing solutions, the cost of personalization, sometimes called variable data printing, is much more affordable, making it a must-do!  

#4 – Pro Tip: Use Reply Devices

This is simply a way to make it easier for the recipient to act. A mail-back card and a pre-addressed envelope can encourage donors to include a check or complete a form to demonstrate their commitment to donate on a regular schedule.

Why is a pre-stamped, pre-addressed envelope so important? With a marked decrease in mailing (in 2000 there were 103,526,000,000+ mailed; in 2020 it was nearly half the volume, 52,624,000,000) what’s the likelihood that your recipient doesn’t have an envelope or first-class stamp?

Why take the chance that a well-meaning donor wants to give, but they have to get stationery supplies or go to the post office to do it? How many will set aside the letter with the intention of getting back to it, and then forget it? Instead, make it easy for donors to give. 

How to increase donations opening a thank you note web#5 – How to Increase Donations – Keep in Touch with Donors

Even if you’re between donor campaigns, keep in touch with your donors to let them know how their donations have made a difference within your organization. Keeping them connected to the organization can make it easier for donors to say “Yes” to your next campaign. 

This step applies to lapsed donors, too. If you’re reluctant to stay in touch, keep in mind that you don’t know why they stopped donating to your nonprofit. It may be that they lost their job – fortunately for many, this is a temporary situation. Put your nonprofit front and center when they’re ready to give again. 

These 5 steps can help your nonprofit to have the best chance of increasing donations in good economic times and not-so-good times. Partnering with a direct mail campaign and print experts with nonprofit experience, like One Stop Marketing can make your campaigns easier to execute and your goals easier to achieve. 

Contact us or give us a call at 602.962.9243 to find out just how committed we are to helping you hit your big goals.