Replenish customers who’ve left! A direct mail marketing campaign gets you a steady flow of new customers. Discover how to calculate and compare costs vs. results to get the best results.
As the world becomes increasingly digital, traditional marketing tools like direct mail seem to have taken the back seat. However, that doesn’t mean direct mail marketing no longer works or that organizations have stopped using it altogether. In fact, at $38.5 billion, spending on direct mail still makes up the largest portion of local ad spend in the U.S.
This gives testimony to the effectiveness of direct mail marketing, especially when it comes to reaching a local audience. With the right approach, it could also be the perfect tool for your church to attract more attendees and engage your valued members.
Benefits of Direct Mail for Churches
Direct mail marketing for churches can have many advantages:
Church Advertising Allows You to Stand Out
With direct mail, you have the ability to customize your mail materials. This allows you to deliver church outreach cards that stand out from standard envelopes and flyers. The more your mail stands out, the better the chances of it being noticed.
Helps Build a Personal Connection with Recipients
The physical material of direct mail can have a stronger emotional impact on recipients, allowing them to form a personal connection. No wonder 70% of consumers feel that receiving direct mail is more personal when compared to online interactions.
Helps Attract New Parishioners/Attendees
Your direct mail marketing campaigns can reach homes and families that aren’t already a part of your parish. With a compelling message, you could welcome these recipients as attendees to your church.
Great Way to Re-Engage Members
Direct mail for churches is also an excellent tool to re-engage members who have stopped attending service for a period of time. Reminders that you’re thinking of them could invite them back into the church.
How to Use Direct Mail Marketing
If your direct mail campaigns haven’t worked in the past, improve your efforts with the following tips:
Design Mailers that Stand Out
Colorful envelopes, oversized mailers, and interesting textures can help your mail stand out in the mailbox. Take it one step further by personalizing the mailer with the recipient’s name or a handwritten message. Colorizing and personalizing your mail could improve your response rate by a whopping 500%. Additionally, oversized envelopes see the highest response rates at 5%.
Leverage Nonprofit Postage Rate
To make your outreach budget go further, take advantage of the nonprofit mailing rate that USPS offers to nonprofits. This could help you save a bit on postage and use the money you’ve saved for other necessities.
Write a Compelling Message
Your eye-catching mailers should be accompanied by a message that’s equally thought-provoking. Carefully plan your messaging so you can inspire recipients and encourage them to attend your church. Messages of forgiveness and love and messages of acceptance could be the key to attracting parishioners – both new and old – to your church. You could also write messages to show your work through the communities you’ve supported and the people you’ve helped.
Take Advantage of New Mover Lists
One of the best ways to attract new people to your church is by sending direct mail to people who have just moved into the neighborhood. Take advantage of Just Moved Mailer services to gain access to new mover lists and get new attendees to your church.
Make It Actionable
Do you want people to attend the next Sunday service? Or perhaps you want them to participate in an upcoming event? Whatever the goal of your direct mail marketing campaign is, make sure you include a call-to-action so recipients know exactly what you want them to do next.
Use the Right Direct Mail Marketing Tools
Depending on the goal of your campaign, use different direct mail marketing tools strategically:
- Door hangers for quick intros
- Postcards for quick intros and regularly checking in on parishioners
- Church invitation postcards for upcoming events
- Flyers and brochures for detailed information on your church, cause, or event
With a combination of the right tools, messaging, and mailer design, a direct mail marketing campaign can make a positive difference for your church.
Need help crafting powerful mailers for your church?
When seeking to attract new patients to your practice, you might be inclined to look first toward digital marketing instead of its alternative, direct mail. Let’s face it: most businesses today are focused on social selling and online ads, questioning, “Does direct mail still work?” The truth is, if you’re wondering how to grow your medical practice in 2022, direct mail might be the best option. It’s cost-effective, targeted, and can deliver significant ROI.
How to Leverage New Mover Direct Mail to Grow Your Practice
On average, about 41 million Americans move each year. And when they move, they need to find local providers, including medical and dental professionals. They often don’t know the area at all and rely on the information they receive in the mail to make a choice of where to schedule their next appointment.
Consider these statistics about mail from the USPS for why direct mail still works:
- 67% of people feel mail is more personal than the internet.
- 55% look forward to exploring their mail.
- 56% feel that receiving mail is a pleasure.
Buying a list of new homeowners and sending them direct mail can help them learn about the area, make them feel welcome, and encourage them to call you to learn more.
Turning New Movers into New Patients
If you’re wondering how to grow your medical practice, residents near your practice provide a perfect option. For instance, when a family moves to a new location, they want to gain familiarity with the neighborhood. Mail helps them establish a sense of place. They are looking for a new dentist or physician who is welcoming, knowledgeable, and friendly. The same is true of current residents, who may be considering another medical or dental provider for their family. By showing up in their homes via direct mail, you help develop name recognition and erase barriers there might have been with clicking on a digital banner. They can’t ignore your message when a postcard or newsletter is in their hands.
Medical offices are crushing sales goals through the use of direct mail. For new movers, just letting them know you’re accepting new patients and including a coupon can help them get over that initial hurdle and schedule an appointment.
Best Practices for How to Grow Your Medical Practice
Wondering how to grow your medical practice? With direct marketing, it’s all about the message you’re sending.
1. Showcase Your Expertise
While you may be inclined to jump right to advertising your practice, your future patients need to trust you first. By sharing information such as tips for better health, you’ll teach them something and share information without asking them for anything. Certainly, you’ll have your contact information on the piece, but it’s not a hard sell. When they need you, they’ll remember your expertise and generosity.
2. Calm Fears
Many people are, unfortunately, afraid of doctors and dentists. Add in the fact that we’ve been dealing with a pandemic for nearly two years now and you can understand people’s anxiety about scheduling a medical appointment. You can assuage those fears by addressing them outright. “We specialize in putting your fears to rest” is a great opening statement, especially for people who are apprehensive. Another approach for how to grow your medical practice is to focus on your practice’s safety and cleaning protocols. Answer the questions they have before they even have the opportunity to ask them.
3. Help Potential Patients Find You
People who live in your area may not realize that your office is just a few miles from their home. Help them by adding a map to your direct mail piece. That’s why direct mail works: It gives you plenty of areas to share information, creates a sense of trust, and lets readers know where you are.
Give New Patients Options with Direct Mail
According to the USPS, 98% of consumers bring in their mail the day it’s delivered. If you wonder does direct mail still works, there’s your answer. Plus, 73% of advertising gets scanned, if not read, and 76% of consumers trust direct mail. How to grow your medical practice is clear with direct mail.
Learn more about how One Stop Mail makes a difference for medical practices and contact us to get started!
Whether you need to generate new business or keep in touch with existing customers, you need to know the best ways to contact them.
Searching for new ways to reach out to potential leads and turn them into customers? Every business must develop its own unique combination of three common lists to gain an edge over its competitors and effectively reach its target audience. EDDM, saturation, or targeted mailing lists are three direct mail marketing strategies that can be a great addition to any advertising plan.
Despite so much of today’s advertising is digital, direct mail marketing is a very effective way to bring in new potential customers. In fact, direct mail still accounts for the largest portion of U.S. ad spend. Knowing exactly which direct mail marketing strategies are best for your business can help you get even greater results.
In this article, we will go over the 3 main types of direct mail tactics that your business can employ, weighing the pros and cons of each. Equipped with this information, you’ll be better prepared to work with a direct mail agency to get your business in front of valuable new leads.
EDDM vs. Saturation vs. Targeted: What’s the Difference?
First, let’s start with the difference between EDDM and saturation mailing lists. These two options are often confused with each other, but there are some key differences between them. EDDM (Every Door Direct Mail) is a program designed by the USPS as an easy and cost-effective way to get a business’s ads to customers without the need for a mailing list (as no direct addresses are listed).
Saturation mailing is a very similar program to EDDM, but it does require a mailing list, and addresses are included on the mailed advertisements.
The third option, targeted mailing, is far more personalized. Rather than sending mailers to everyone in a specified area, this method uses specific criteria to send advertisements to the addresses of qualified leads.
With so many options available, it can be difficult to know which direct mail marketing strategy is best for your business. Next, we’ll go into more detail about each service and discuss the advantages and disadvantages of using one method over another. Ultimately, direct mail marketing experts can provide you with all the information you need to help you choose the best option.
EDDM (Every Door Direct Mail)
EDDM is an efficient way to distribute your business’s advertisements to every mailing address within a specific region. Since these advertisements don’t require a name or address, they save you the trouble of purchasing mailing lists.
There are many pros to using EDDM, but the most important may be that it is one of the more cost-effective options. Since the post office doesn’t have to do any special handling or preparation, and the program follows a carrier’s regular postal route, you can save on postage and avoid the costs associated with purchasing mailing lists.
There are also a few drawbacks to EDDM. First, the service is only meant to be used for flats (like postcards, newsletters, or folded pamphlets), meaning the mail you can send is limited to very specific sizes. A second disadvantage to EDDM is that, without names or addresses, it can feel less personalized than other methods.
Saturation Mailing Lists
Saturation mailing campaigns are a more personalized version of EDDM. Saturation mailing works mostly the same way as traditional EDDM, but names (or more commonly “Current Resident”) and addresses are included on the mailers. In contrast to EDDM, this method does require you to purchase a mailing list.
One standout benefit of this method over EDDM is that saturation is not limited by size, which can give you more options for your bulk direct mail tactics. Even though you’ll have to pay for mailing lists, the postage will still be inexpensive compared to targeted advertising. Saturation lists qualify for the lowest bulk postage rates of all three methods because of their delivery efficiency.
As with EDDM, one disadvantage to using saturation mailing lists is that they aren’t as personalized as targeted efforts. This means that, although you are reaching more households, you may not always be reaching the right potential customers.
Targeted Mailing Lists
If you’re looking to narrow down your direct mail tactics to a more specific audience, then targeted mailing lists may be the right choice for you. With this strategy, instead of sending your mailers to everyone within a specific geographical area, you purchase one or more mailing lists of the addresses of qualified leads who are more likely to need your products or services.
One obvious benefit of targeted mailing is that it allows you to focus on the right audience, which can help significantly increase response rates. This is especially helpful for businesses whose products are geared to a more specific or “niche” customer base.
However, one of the biggest downsides of targeted mailing is that it is more expensive than the previous two options. You also need to be sure that you purchase your data-driven mailing lists from a reputable source. When you partner with a full-service direct mail agency, they can even create customized, targeted lists for you.
Which Option Is Right for Your Business?
The right option will depend on your marketing goals and the results you want to see from your campaign. Does your company want to generate more potential leads, drive up sales, or increase customer loyalty? To get the most out of a direct mail marketing strategy, you’ll need a clear objective and metrics for tracking your results.
Before you make your decision, take some time to think about the kinds of customers you want to attract and the best ways to reach them. Each of the three direct mail tactics has its own benefits and drawbacks for specific businesses and industries.
For example, larger businesses that want to reach a broad range of potential customers might be better off using EDDM or saturation mailing lists. For businesses that have a specific niche and know exactly who their target audience is, the extra cost of targeted mailing could be offset by the ability to engage with pre-qualified potential leads directly.
A Direct Mail Agency Can Help You Choose
Even if you think you know which option you should choose, you may be missing critical information that could help you make the most effective decision. Partnering with a direct mail agency helps to ensure you get the most out of your direct mail marketing campaign.
Having experienced direct mail marketing experts in your corner can give you all the tools you need to fine-tune your strategy to achieve the best results. Not only will they help you pinpoint your method and create your direct mail campaign, but they can also show you the best ways to execute your plan to achieve maximum results.
Want Help Crushing Your Sales Goals? Get our 25-page Strategy eBook Free! Click the image below.
Marketing campaigns can be time-consuming and costly. Make sure your collateral is seen by the right people with customized mailing lists! Use Variable Data Printing to your advantage.
Our goal is to provide you with a cost-effective solution that will provide the highest response rate. Read on to learn why personalization in marketing matters and how well-researched mailing lists get you massive results.
Why You Need a Customized Mailing List
In a direct mail marketing campaign, the most important factor is the number of eyes on the page. This means that when your mailer arrives in a potential customer’s box, it’s actually looked at instead of just tossed in the trash. To achieve this, your mailing list needs to be accurate and capture the correct audience. The list of people who receive your marketing mail needs to be individually created, just like your marketing strategy.
Targeted marketing exponentially increases the chances of response and conversion of leads into clients because you only communicate with the customers who are interested in your product or service. This can include timing as well as messaging. If you have enough information about the client, you can pitch your product in a way that is bound to strike a chord with that person.
But how do you get a customized mailing list?
Expert Data Services
One-Stop Mail’s Mailing List Service provides access to thousands of target criteria to help you deliver your products or services to your ideal customer. Reach prospects across diverse demographics with segmented lists, built just for you.
Some examples of mailing lists are:
- Consumer Residential
- Business to Business
- Every Door Direct Mail
- New Mover
It’s very important to ensure your mailing list is as up-to-date as possible, or you’re just throwing your money (and results) away. One Stop Mail always removes duplicate data as part of our service. Our data specialists are here to help enhance your response rate and merge multiple fields of data for truly personalized direct mail pieces.
The Importance of Personalization in Marketing
Potential audiences differ from campaign to campaign. For that reason, marketers cannot keep using the same marketing strategy for every product.
A majority of people prefer a personalized customer experience over a traditional, generic one. Personalization helps you:
- Attract new business
- Keep proven customers returning
- Remind infrequent customers about services/products
The personalized approach pays off in the long run by winning customers over and earning their loyalty.
Your content should be targeted toward a broad enough audience so that it’s read by many, but has the most emotional appeal for your narrower audience. Some examples of potential audience groups include:
- New homeowners
- New businesses
- Residential or commercial
- Area-specific (within a certain radius of retail locations)
Get the best outcome for your goal. Make sure you’re hitting your target while still fitting your campaign within the desired budget.
One Stop Mail Can Help You with Customized Mailing Lists
With the overwhelming amount of customer data available, finding the right mailing list for your specific direct mail campaign can be confusing. Our team of data experts will research and suggest the proven criteria and type of direct mailing list to pull off a successful campaign.
In the English language some words evoke pure delight – “thank you,” “yes,” and “welcome” are among them. You can start your relationship off on the right foot by welcoming future customers with new mover mailers.
That first greeting should be more than an invitation, it also provides information. You’re telling new neighbors about services/products available in their new community – that’s so neighborly.
If you are wondering “Why target new mover mailers in this way?”, let’s start with taking a closer look at new mover lists and why they belong in your direct mail campaign.
Is New Movers Flyer Right for Your Business?
In 2020, nearly 30 million Americans reported moving, and they need everything, drug stores, and grocery stores to new service providers, like a handyman, plumbing, contractors, pest control, dry cleaners, etc. They also need medical providers like dentists, vets, and optometrists.
If you offer a service or product that people usually access in their location, then your business would benefit from a list that will target new movers.
Now, let’s address what to do to capture a percentage of those 30 million movers.
Empathy Creates Loyalty, Thanks to New Mover Lists
Approach mailer creation from what your audience needs (empathy) and your new mover lists become a platform to launch long-term and fruitful relationships.
Moving is stressful. After home inspections, paperwork, loan processes, getting into a new home is a relief. But then there’s more stress enrolling kids in school, hiring new service providers, and figuring out where to shop.
When you make new movers feel welcomed and understood, you’re on your way to establishing a connection with them. Following up with another mailer in a few weeks may help them feel comfortable with your brand.
Get on Shopping Lists
As mentioned earlier, new movers must choose the grocery and drug stores, clothing and shoe stores, hair stylists, masseuses, and other providers to frequent in their new community.
Get in the door before your competitors to cement a place in new customer’s consciousness and persuade them to try you out!
Give Them Reasons to Shop
Coupons and offers work for physiological reasons. According to recent statistics, 38% reported higher oxytocin levels, which are feel-good hormones usually associated with cuddling and kissing, and 32% lower stress hormone levels.
Shoppers feel good when they get a bargain. Put together a new mover discount to get that first order.
Extend Your Reach with New Mover Mailers
Did you know that you can choose to target an entire region or just certain types of people within that area?
For instance, if your business involves kids younger than 12 you can save by not mailing to the senior community within a targeted zip code.
One Stop Mail’s direct mail marketing professionals can help trim time and expenses without sacrificing quality.
Managing the entire campaign on your own is complex and time-consuming. That’s why an experienced direct mail marketer with list-building, data analytics, and variable printing capabilities must be part of your team.
Ready to get started building profits for your business by welcoming new movers to your neighborhood? Contact Marty at 602.223.3003. He and his team of pros will help create new mover mailers that attract attention and new customers.
The results are in, and they confirm what we’ve known all along. Despite living in an increasingly online world, direct mail performance metrics prove it is a competitive outreach option with some of the lowest prices and highest response rates of any marketing channel.
On the surface, this may appear counter-intuitive as more of us conduct business online every day. In fact, 300 million U.S. shoppers are expected to shop online in 2023—91% of the country’s population.
Logic tells us that buyers will respond to marketing communication on digital channels, too. Not so fast – direct mail marketing is outperforming all digital marketing methods. Let’s dig deeper.
Direct Mail Performance Metrics
The ANA/DMA Direct Mail Response Rate for 2018 indicates that when sending direct mail, house lists get a 9% response while a prospect list brings in an average of 4.9% responses. This is up from 2015 when the responses were 5.1% and 2.9% respectively.
This direct mail performance metric outpaces the response rates of email (1%), paid search (1%), social media (1%), and online display (.3%).
Five New Statistics You Need To Know About Direct Mail Marketing
1 – Direct mail recipients purchase 28% more
Individuals who receive direct mail purchase and spend 28% more than people who don’t receive the mail. And, because direct mail tends to be kept an average of 17 days, it’s there to remind the recipient of a product or service, igniting curiosity and prompting recipients to visit a website or store.
2 – Direct mail has an unbeatable open rate
Up to 90% of direct mail gets opened, compared to 20 – 30% for emails. This may be because we love our mail (59% of people say they enjoy getting mail about new products). And the average person fields hundreds of emails daily, so it’s difficult to stand out in an inbox.
3 – Strong returns
The overall ROI on direct mail was 29%, which matches social media response rates. Of course, another thing to be said for direct mail is that there is only one postal system. As social media continues to grow with new platforms, it’s going to steadily get more difficult -and more expensive- for businesses to find their audience on social networks.
4 – Less competition
In 2018, the USPS reports that direct mail is down nearly 29.8%. It’s good news for those of us utilizing it. Junk mail was infamous in the 90s-00s as everyone was using it, leading to respondent burnout and low return rates. With fewer fliers filling up mailboxes, it will be easier for direct mail to stand out, grab people’s attention, and continue to great direct mail performance metrics.
5 – Bigger OR smaller is better
In terms of form-factor, the worst-performing direct mail was the standard letter-sized envelope, which is presumably being overlooked in the mail shuffle. Those only received 3.5% response rates. Both oversized envelopes (5%) and postcards (4.25%) are a better value for the money, and more eye-catching.
Remember: Direct vs Digital Doesn’t Mean Either/Or
Despite the superior direct mail performance metrics, don’t think that means you must abandon digital operations. Many of the most successful campaigns -and all the most successful tracking- involve a combination of direct mail and online elements in a single campaign. You can have an online-friendly direct mail and receive the best of both worlds.
Want to know more about leveraging the power of direct mail? Just contact One Stop Mail with any questions about how to successfully use direct mail in the digital age.
Whether you need to generate new business or keep in touch with existing customers, you need to know the best ways to contact them – Download this free eBook and get the secrets to getting and keeping customers!
You’re a marketer who manages many moving parts. Your responsibilities include how to measure marketing success in every campaign. Plus, you must target the right audience, choose the right images, create a compelling message and offer, and select the right direct mail experts to guide you.
An expert who has managed thousands of direct mail campaigns can help you choose the methods and metrics that yield the data that can help you see the results of your hard work. In addition, they can help you use the information to shape future direct mail campaigns and drive long-term success.
Here’s how to measure marketing success in six steps, in two distinct categories:
How to Measure Marketing Success Using Tracking Methods
Each mailing should have a way to measure how recipients respond. When a new or returning customer makes a purchase, you must be able to trace the action back to the mailer or campaign.
Each campaign can have more than one tracking method, depending on whether you want to measure response from different types of customers, each phase of the campaign, or more. You can even track whether customers prefer one method. Conduct an A/B test to see if you capture more sales using one tracking tool over the other.
Now, let’s dig into it:
Step 1: Coupon Codes
An easy way to track the effectiveness of each mailing, coupon codes have been used for decades. Simply print a code on the mailer or postcard, near the offer, and ask the customer to enter it for online orders or turn in the coupon for a face-to-face sale.
A distinct code can be issued for postcards that are sent to each customer list, and a different code for prospective customers. You can even use different codes for mailers that are sent in different quarters. For instance:
- Quarter 1 – Customers – Coupon code: 1C2022
- Quarter 1 – Prospects – Coupon code: 1P2022
- Quarter 2 – Customers – Coupon code: 2C2022
- Quarter 2 – Prospect – Coupon code: 2C2022
Thanks to the affordability of digital printing, variable data printing makes adding different coupon codes, messages and offers much easier to execute today.
Helpful Hint: It’s easier to get sales from customers versus prospects, consider giving prospects a deeper discount for their first sale.
Step 2: Trackable Phone Number
If you’re advertising a service that requires customers to make an appointment – pest control, landscaping, or handyperson services, you can measure the response to your mailer by setting up a specific telephone number. This number would only be active during the sale’s timeframe.
Helpful Hint: If a separate phone number is too much of a hassle, use the coupon code as a measurement instead and ask the caller for the code on the postcard when they call in.
Step 3: Landing Page
Create a landing page to capture visitors who want to find out more information. Measure conversions when they fill out the “request for information form” (RFI). or schedule an appointment.
The forms should include a field for email addresses and an opt-in opportunity that will allow you to email offers to visitors in the future.
If your goal is to capture conversions, the landing page should have text to convince visitors to try your product, service, or download a flyer.
Helpful Hint: To ensure that conversions are driven by the mailer, add a field to the RFI or Appointment form for the coupon code.
How to Measure Marketing Success Using Metrics
Direct mail campaign success is usually measured by greater market awareness or sales. Choose the measurements that will show you whether your direct mail campaign is performing.
Step 4: Response Rate
Measuring the results – coupon codes, calls, visits to websites – is critical in determining whether your direct mail campaign is creating awareness. According to the 2019 Data and Marketing Association, the average response rate for direct mail is 9% for house lists and 4.9% for prospect lists.
If your campaign isn’t performing to average levels, assess key marketing elements. Could your offer be better? Is your message clear? Would a larger postcard or 4-color mailer perform better?
On the contrary, if it’s exceeding expectations, take note of what is probably working so you can duplicate it again and again.
Step 5: Conversion Rate
If you want to go beyond awareness to engagement, measure how many prospects request more information or purchase your product. Capturing the coupon code is critical in determining whether the sale was influenced by your mailer.
Each sale or completed RFI form that’s driven by the campaign is a conversion. A conversion could be influenced by how your company and product are represented, or the advertised offer. It’s valuable information that lets you know whether your mailer is performing or needs to be adjusted.
Step 6: Profitability
Find out if your campaign was profitable. Calculate the cost that went into creating the postcards, mailing them, and gathering the sales data. Subtract the cost from the revenue that’s attributed to the campaign.
If you spent $12,500 for postcards, lists, the cost of mailing, and the cost of extra staff to take phone calls, and the campaign brought in $20,000, that’s a 32% return on your investment.
The average return on investment for direct mail is 29%, so the results from our example are better than the average. Your fictional campaign is performing better than most direct mail campaigns, but that doesn’t mean you can’t drive your results even higher.
Implement a review process following every campaign. Here, with marketing staff and a direct mail consultant, identify the key elements responsible for your success and plan how to utilize or improve them for future campaigns.
How to Measure Marketing Success Using Direct Mail Pros
Your business health depends on the success of your direct mail campaign. By executing each step perfectly and knowing how to measure marketing success, you have the best chance of creating profitable campaigns with each mailing.
To further your success, a trusted advisor with a proven track record in direct mail marketing is essential. One Stop Mail has more than 15-years of experience with direct mail and commercial printing success. From the campaign, conception to list production, postcard and mailer creation, to mailing and calculating the success of your program – the staff of One Stop Mail is here for you.
If you’re ready to succeed with your next direct mail campaign, get a quote or more information, or contact Marty at 602.932.0365.
“Summertime and the living’s easy” or so the song goes. A clean, cool pool makes summer living super easy. If you’re a pool service pro, this season is likely your busiest and most lucrative time of year. Keep your calendar full and hold off the competition with the latest targeted pool service marketing tactics.
Whether you have an established route of customers, you’re building from scratch, or expanding into new territory, these 4 steps can make summer an easy, fun season for pool owners in your area!
Pool Service Marketing Tip 1: Stay Within Their Sights
If you’re not ready to expand, it’s smart to stay visible. Even your best customers could be tempted by a “new customer offer” from a competitor. Remind your customers and tell prospects what your super-power is to maintain your customer base.
Remind them why they want your services – you’re the best pool maintenance and repair service with hundreds of perfect Google reviews, or perhaps you include an extra service like basic deck-washing at no additional fee, or maybe you offer pool accessories at rock-bottom prices.
Now that you’ve determined that you need to communicate to your customers, what’s the best reminder? Swimming pool postcards – here’s why:
Postcards have staying power
The results are in, and surveys show that marketing mail stays around an average of 17 days. Imagine how long pool owners will keep a colorful postcard or killer offer. It’s the perfect size to hang on a refrigerator, bulletin board, or tape to a whiteboard giving decision-makers repeated exposure to your service.
People read marketing mail
The same survey says a whopping 42.2% of people read or scan their mail; 59% say that they look forward to receiving it. That’s good news for you and your pool service because your message will probably be well-received in most homes.
Pool Service Marketing Tip 2: Speak Directly to Customers
There’s a reason why major online brands present browsers with a personalized experience – it’s because they get better responses. And, a 2020 Forbes article tells us why – shoppers prefer personalized experiences.
If it’s true online, wouldn’t it be true for postcards received in their mailbox? Using a customer’s name tells them that they are important to you and can be a door into their world.
Today, the marketing pool services business can personalize every aspect of a postcard – the recipient’s name, the offer, the call-to-action without emptying the piggy bank. Personalization, also called variable data printing, is within reach thanks to digital technology.
Pool Service Marketing Tip 3: Target Best Customers
If you’ve been in business for a while, you know the characteristics of customers who get the high-cost services and stay with you long-term. They probably live in a particular neighborhood, are of a particular age, have kids, and have a college degree.
Compiling a mail list of potential best customers to receive your swimming pool postcards offers the best chance of success.
Reach out to new homeowners. Since they’ve recently moved to the area, they’ll be looking for local service providers – including pool professionals! Remember to include a new mover special to attract their business.
Sure, you could send a postcard to your entire service area, but why not save some budget to do multiple mailings? Remember – you want to target your best new customers, stay in their sights and that means multiple exposures to your service and superpower.
Take Your Pool Service Marketing to the Next Level
If you want to stand out in a crowded mailbox, a professionally designed postcard is a must. The design and offer should be so compelling that the recipient wants to give it an honorary spot in the kitchen or office.
Additionally, mailing list professionals can help you create ideal lists to reach the customers you want. Don’t waste time and cash by using a scattershot approach to pool service marketing – if you want results, get experienced pros.
For 15+ years, they’ve offered exceptional printing and fulfillment services, and have created direct mail campaigns for business customers of all sizes. They can recommend the type and frequency of mailings to help you meet your goals.
Want more tips to help you reach your business goals? Check out these direct mail resources.
Any adult who was raised during the digital age is thought to be tied to their devices and impossible to reach any other way, right? No! While it’s counter-intuitive, recent research shows Millennials and direct mail are a near-perfect match.
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