Pool Service Marketing Tips image One Stop Mail web

5 Pool Service Marketing Tips To Attract New Customers

“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

Pool Service Marketing Tips with pool service man cleaning and checking PH level of pool One Stop Mail webIf 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

Pug Postcard for variable data printing personalized for pool party webThere’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.

pool service man cleaning pool webAdditionally, 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.

One Stop Mail has worked with business owners to reach their sales goals through direct mail marketing. They’re mail list experts with professional graphic design services on-site.

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.

Holly Emerson One Stop Mail Staff


To get a quote on your next pool service marketing project, contact us or call (602) 233–3003.

Diect_Mail_and_Millennials

Millennials and Direct Mail – Made for Each Other?

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. 

Read more

Executing your Plan woman organizing notes for Direct Mail Campaign web

Why Direct Mail Is Key For Omnichannel Marketing Strategy

An omnichannel marketing strategy places brands nearly everywhere customers are. They pop up wherever people put their attention – while they watch television, at the movie theater, as they browse social media and the internet.

You don’t have to look far to find a brand that’s gone omnichannel. Think about how often a certain insurance brand with royal-blue block lettered logo, their Australian pitch-Gecko, and Flo the bundling enthusiast continually crosses your view. Geico’s merry band sets up shop on all digital, media channels, print magazines, and in mailboxes – it is impossible to miss them.

Omnichannel Marketing Strategy image showing online shopping One Stop Mail webWhy go to the trouble? Not everyone who sees Geico today will be in the market for personal insurance, but when there’s a need, one of its catchy ads or recognizable logos will probably be there.

If you’re doing a version of multi-channel marketing and wonder how it can be more effective, you’re not alone. You may even wonder whether direct mail belongs in your omnichannel marketing strategy. Let’s examine what it is, whether to include direct mail and how to build a winning plan that can be adjusted to your budget.

What is an Omnichannel Marketing Strategy?

A key to an effective omnichannel marketing strategy is to create the same experience across all platforms. When a prospective customer sees your brand in an email, as a website banner, or in the mail, they identify them as belonging to your business.

Techtarget defines omnichannel marketing as a sales approach that creates an integrated, seamless customer experience, whether the customer is shopping from a desktop or mobile computer, by telephone, in a physical store location.

Key elements include utilizing the same artwork, colors, and tagline across all channels – and similar or the same messaging. By expanding the message through broader platforms, you extend your reach and create greater impressions.

Does Direct Mail Fit into Your Omnichannel Marketing Strategy?

Yes. Direct mail is already an effective way to connect with customers and generate new sales. Its staying power alone is worth the investment. When you integrate a seamless message across several other channels it strengthens your return on investment.

Direct Mail Campaign with Omnichannel Marketing Strategy webA study shows that adding direct mail to an omnichannel marketing campaign boosts performance 63% if it’s well-branded, integrated, and personalized.

Considering the overall effectiveness of direct mail, an omnichannel approach offers an exceptional return on investment while remaining an excellent method to stay in front of your clients. Here some recent stellar stats about direct mail:

House mail lists get great response rates

If you use direct mail, you probably have a “house” list. According to data gathered by the Data and Marketing Association (DMA) and the Association of National Advertisers (ANA) in 2018, the response rate for house lists is 9% compared to 4.9% for prospects’ lists.

And, if it’s like the recent trajectory, it will continue to get better. The DMA notes that there has been a significant increase in response rates between 2015 to 2018; 125% for house lists and a whopping 400% for prospect lists.

Direct mail gets noticed

Although email may be a bit cheaper and easier, it’s easy to miss. It can end up in the spam folder or look just like the other annoying email that’s been trolling you for months.

According to the DMA, about 42.2% of direct mail is read or scanned because the recipients go through the mail.

Mail has decreased so your mail stands out

Since the popularity of digital marketing, mail has decreased steadily. This gives direct mail marketers a tremendous advantage – less competition means you get noticed more often. Take advantage of this unique space.

Mail recipients purchased 28% more items than those who don’t get mail

Oversized Direct Mail box One Stop Mail webThe fact that mail is kept much longer than email could contribute to this statistic. What marketer wouldn’t be happy with that conversion rate?

Oversized packaging gets extra attention

Although you can expect a respectable response rate from postcards, (4.25%) and catalogs (3.9%), the biggest response rate belongs to oversized envelopes at 5%, according to these statistics.

Now that you can see that its results put direct mail into most winning marketing campaigns, let’s get down to the nitty-gritty and discover how to integrate it into your omnichannel marketing strategy.

Creating an Omnichannel Marketing Strategy with Direct Mail

While you understand how to create an effective marketing campaign, omnichannel requires you to expand a consistent marketing message across multiple marketing platforms. The idea is to create an experience your customers will recognize as belonging to you when they are online, receive mail, and are watching or listening to broadcast media.

Assuming you already have a marketing message that you want to share, let’s choose the channels you’d like to use to market your business, product, or service. Here are common choices:

  1. Mail
  2. Email
  3. Social media
  4. Print media
  5. Media advertising

What goes into the omnichannel marketing plan?

Then, choose the vehicles that you’ll be using and how frequently you’ll use them. Here are examples of a quarterly campaign:

1. Mail – Oversized postcards

a. 1 postcard for a house list
b. 1 postcard for prospect list with a new buyer special offer
c. Personalize all postcards
d. Sent every other week (6 mailings)

2. Email – Drip campaign with 4 bi-weekly emails

a. 1 email for current customers
b. 1 email for prospects with a new buyer special offer
c. Emailed every other week with new subject lines

3. Social media – Facebook campaign

a. Ad for current customers (12 ads)
b. Ad for prospects with new buyer special offer (12 ads)
c. Posted 3 – 4 times weekly

4. Print media – Local monthly magazine

a. ¼ page ad run 3 times

Controlling your budget

While this may all seem too labor-intensive and potentially expensive the results you get from a well-executed campaign with clear messaging, great branding, personalization, and an unforgettable offer will be worth it.

Control you spending with Omnichannel Marketing Strategy One Stop Mail webYou may have noticed that the broadcast media didn’t make it into the final list. That’s because the cost of running a 30-second ad can be expensive unless you want it to air at 2:00 a.m., especially if you’re in a larger metropolitan area. Don’t forget to factor in the cost of producing the commercial.

To keep within budget, you may want to eliminate the media ads in favor of a more targeted advertising platform, like mail.

To further keep your budget below the breaking point, print advertising may also be on the chopping block. A national magazine cites the cost of print advertising typically ranges between $500 and $20,000. While well-targeted print ads can be effective and exceed the staying power of mail, your customer must find them among the publication’s many pages. With postcards – the message is crystal clear.

Executing Your Plan

After the decision has been made about which channels to use, if you haven’t created the marketing, it’s time to do that. Then, look at the timeframe that your campaign will run and determine when each element of the plan will be deployed.

While you may have an in-house team to create the campaign message and execute the social media and email portions of the printing, mail lists, and mailing requires special skills.

Executing your Plan woman organizing notes for Direct Mail Campaign webChoosing an organization that understands the importance of direct mail and how it fits into an omnichannel marketing approach is essential.

One Stop Mail has specialists on staff who can create a customized prospect mail list to give you the best opportunity to get new customers. They can also cleanse a non-performing house list to get more of the direct mail-omnichannel marketing benefits your business deserves.

In addition, their printers understand that a vibrant, quality mailer has the best opportunity of delivering your message to your recipient. And, if you need graphic design help to ensure your campaign design transitions seamlessly to a postcard, One Stop Mail can deliver that, too.

To be successful, your omnichannel marketing strategy must be on-point and delivered to absolute perfection – especially your direct mail. If you’re looking for a partner who is committed to the success of each mailing, contact One Stop Mail at 602.233.3003.

Direct Mail Marketing surprised young woman looking at personalized mail piece One Stop Mail web

Personalized Direct Mail Gets Better Results!

Have you ever opened your mailbox, grabbed a stack of letters, postcards, and newsletters and as you’re sifting through, you find a beautiful postcard with your name with a friendly salutation? That’s a personalized direct mail piece.

If done right, seeing your name stopped you and made you take a closer look at the mailer, the name of the business, and the offer. Smarter businesses are using this technique more and more to help stand out in a busy mailbox.

What is Personalized Direct Mail?

Just like seeing your name in the header, personalization means printing a piece of data specific to the person you are mailing to.  The Personalized Direct Mail being run on printing machine One Stop Mail webpersonalization could be their name, an offer code that’s specific to their demographic or order history, account number, current monthly payment, estimated new APR rate… really, the opportunities are endless.

Savvy marketers are using personalized direct mail to pass along important information, special offers. or remind consumers of their interests.

All you need for a personalized direct mail piece is who you want to mail to and a list with the data points you want to have printed.  It’s that simple.  Experts like One Stop Mail, with close to 40 years of experience in personalized direct mail (also referred to as Variable Data Printing), will handle the rest.

Grab Attention in the Mailbox

A personalized mail piece is a show-stopper in the mailbox. With the sheer volume of direct mail, it’s painfully hard to stand out. Personalized direct mail helps you do just that. A piece with personal information connects to the recipient.

Because the recipient stops to look at their name, the natural tendency is to look through the mailer and the offer, unlike non-personalized mail and email offers.

Show You Care About Your Customer or Donor

Personalized Direct Mail gets results African American Man looking at mail by mailbox One Stop Mail webPersonalized direct mail allows you to show your loyal customers or donors that you KNOW them.  Whether it’s by using their name, including a special offer code based on years of patronage, or a donation request based on their giving history, you can customize your information to create a more personal, intimate customer experience.

Variable Data Just Makes You Look Smarter

When you use personalized variable data on a mailer, it shows that you’re a sharp marketer.  The ability to communicate custom information, personalized to the recipient, allows the flexibility to vary offers or donation asks.  Smart marketers take advantage of this to get a competitive edge against their competition.

Find the Right Partner

When it comes to developing a successful personalized direct mail campaign in 2021 and beyond, a solid partner with experience is essential. One Stop Mail has nearly 40 years in direct mail and guides you at every step of your campaign development.

If you have big revenue goals to hit, the professionals at One Stop Mail are waiting to help you get started. Call 602.932.0276 or request a quote and get started today.

OSM HVAC blog feature image

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) 233-3003.

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. 

Vintage_Mail_Still_Works

Direct Mail Catalogs Are Centuries Old… And Still Relevant!

There’s a very common misconception about the history of advertising, and that’s the idea Arron Montgomery Ward created direct mail catalogs.  While Ward was a pioneer, he was far from the first.

Read more

OSM Healthcare Marketing Budget Blog feature image

What Should Your Healthcare Marketing Budget be in 2021

When most healthcare providers attend school, they don’t usually think about what it takes to run a practice; the last thing on their minds is a healthcare marketing budget – or any direct marketing plan. But planning to reach and acquire new patients is crucial if you want a thriving practice.  

Why? Because no matter how exceptional your care, how much your patients love and trust you, some will leave your practice. Some patients will move out of the area, grow out of your specialty, or won’t be a fit for your practice. 

If your patient acquisition plans don’t outpace the rate that patients leave, then your practice is at risk. To get the best results, use the best strategies to attract new patients. 

Healthcare Direct Mail Marketing Delivers

Healthcare Marketing Budget older woman seeing her mail webWhy direct mail? Because people spend more time with it, it stays in the minds of your prospects longer, and it has a good rate of return. This isn’t just lip service, the statistics prove it:

BMC Health Services Research demonstrates that healthcare direct mail marketing is an effective tool for patient acquisition and retention when it’s done properly. The overall message is to use organizations that are proficient in communicating to various patient streams. 

42% of individuals look over their direct mail – which means that if you send out 1,000 postcards in a campaign, then 420 people looked at it. That’s an impressive rate. 

73% of Americans say they prefer direct mail. When comparing direct mail to other methods of communication, including email, people prefer to receive mail. 

Direct mail offers a 29% return on investment. So, if you spend $5,000 on your campaign, you can expect to make at least $6,450; a $10,000 campaign can expect a return of about $12,900. These numbers only show the results of a one-time purchase, the lifetime value of a new patient is much higher. 

With impressive statistics like this, how much of your healthcare marketing budget should be allocated to direct mail? 

Your Healthcare Marketing Budget

How much should you allocate to marketing? A good rule of thumb is between 5 to 10% of a practice’s revenue should go toward marketing [1], but if you’re building the practice or establishing a new practice, then as much as 12% should be allocated.  

After you’ve determined the marketing budget, it’s time to decide what percentage should be spent on different marketing channels. To determine this, decide which channel will give you the best results. 

Direct mail vs. email

Healthcare Marketing Budget young woman sat in floor checking her mail webYou may naturally think of email and digital marketing as inexpensive, easy options, but they don’t deliver the results that healthcare direct mail does. Plus, an effective email campaign requires an “opt-in” from the receiver – so it’s not the best option to gain new patients. 

Plus, recipients remember direct mail longer than an email –  direct mail has an average lifespan of 17 days. That’s because an attractive offer or colorful postcard will make it to the refrigerator, bulletin, or whiteboard. But emails are often victims of group email purges and not be thought of at all.

If you’re concerned that only older adults like direct mail, the Small Business Association says that younger individuals don’t look at direct mail as “junk mail” and often prefer direct mail to receive service and product offers.  

People spend more with direct mail

According to a 2018 article by Email Insider, not only do they confirm direct mail’s prolonged shelf life and that Millennials like it, but they also show that direct mail recipients spend 5 times more than email recipients. 

Cost of Patient Acquisition vs. Patient ROI

As mentioned above, your initial investment in a healthcare direct mail campaign will get about a 29% ROI, according to SEO marketing guru Neil Patel. Using this formula, the more you’re willing to invest, the bigger your return. 

To calculate your ROI, use this handy calculator. Simply estimate the size of your direct mail campaign and other elements, including the initial fees new patients will pay, the percentage of new patients that will stay with your practice, and more. The tool will help you determine your break-even point and likely revenue for the campaign. 

New patients who return and create long-term relationships with you, your staff, and patients can return a lifetime of value. What is that worth to you? More than the cost of a healthcare direct mail campaign. 

Direct Mail Works for Patient Communication

Although acquiring new patients is important, retaining your patients is essential. You can use your patient list to send direct mail and communicate: 

  • Healthcare Marketing Budget flyer example webSpecial holiday hours – It’s also important to communicate how to receive treatment when your office is closed.
  • Special protocols – The COVID-19 pandemic is creating concerns, which you can ease by sharing sanitation methods and mask-wearing requirements. 
  • How to reschedule missed appointments
  • Telehealth offerings, virtual appointments, and other new services
  • Office and service updates to keep the community close

 

A postcard, flyer-letter, or newsletter are wonderful ways to keep your practice top-of-mind. They also provide the perfect way for your patients to refer you with a “pass-along” communique that can give prospects an idea of what it will be like to become your patient. 

The effectiveness of direct mail demonstrates the importance of establishing a healthcare direct mail budget for your practice. Direct mail delivers the best results and should have a significant portion of your budget. Choosing an expert to partner with you to develop and deploy direct mail campaigns deserves significant consideration.

One Stop Mail has experts who can assist you with every element of direct mail, including creating lists, eye-catching healthcare designs, and the highest quality offset and variable data printing. Contact us or give us a call at 602-233-3003 if you want to raise your ROI on your next healthcare direct mail marketing campaign.  

Effective Direct Mail Tracking

Effective Direct Mail: The Benefits of Tracking Your Results

When you design an effective direct mail campaign to get more sales or to build awareness, you don’t have to be anxious and wait for an increase in calls or sales if you track your results. When you measure the results, you’ll know when sales roll in and if your campaign was successful. 

OSM Mailboxes mathyas kurmann fb7yNPbT0l8 unsplash market mailing lists

Top 3 Inexpensive Marketing Mailing Lists to Target New Customers 

The concept of “cheap direct mail” is flawed in that you can always find ways to save money on direct mail but you often do so at the cost of results. So the real question to ask yourself isn’t how to save money on mail advertising, but where it makes sense to save money without losing possible revenue.

We review and get into the nitty-gritty details of the three types of inexpensive mailing lists that don’t sacrifice results.

3 “Cheap” Marketing Mailing Lists

Each of these options provides cost savings in its own way and may be a perfect fit for a direct mail campaign while not breaking the bank.

Saturation List

Stacks of coins in foreground with man at desk in background.

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 but don’t need to target specific criteria. These are best used when your campaign can apply to a wide range of people.

In addition to being an inexpensive mailing list to procure, perhaps the biggest advantage of saturation lists is that they have the lowest postage rate. Direct mail sent using saturation lists requires minimal sorting at the post office and is efficient to deliver, lowering the cost to send. Typically, the postage cost is between 8 and 14 cents per piece using a saturation list.

New Homeowner / Just Moved 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.

Ariel photograph of neighborhood with housesJust moved mailing lists are not the cheapest lists up front. However, they are extremely effective. These lists are very targeted and achieve good results, providing a high return on investment.

As a low-cost solution to direct mail using just moved mailing lists, One Stop Mail offers an all-inclusive New Mover Mailer Program for direct mail campaigns of 1,000 pieces (250 weekly) or more. Position yourself as one of the first businesses into the home and receive new leads weekly. This recurring schedule lowers your direct mail costs while increasing brand awareness and ultimately sales.

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, children, or the age of residents in the household. These lists are ideal for businesses targeting a specific type of consumer.

The cost of a consumer list depends on the type and amount of customer criteria that you purchase. Basic demographic information is often included in a consumer list or added at a very low cost to achieve a more targeted list. You can then include additional specialized criteria you are interested in, such as education or occupation. It will cost more, but those extra specific criteria will produce better responses.

How to Choose an Audience

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 desired outcome, determine who will respond to your product, service, or special offer.

Perhaps your ideal customers 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:

  • Pie chart with three colors and people standing in each section.Household income
  • Homeowner or new homeowner
  • Single, married or divorced
  • Children or no children
    • Number of children
    • Age of children
  • Do they live in a specific neighborhood with certain home values?
    • How long have they lived there?
    • What amenities does the home have (like a pool)?

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.

Final Thoughts

After you’ve selected the best type of list for your direct mail campaign, personalize your mailer for the best results. Use the names and consider the specific criteria of your mailing list to inform the design of your direct mail pieces and engage customers.

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. If your mailing list provides the prospects’ names, use variable data printing to personalize mail pieces with their first name. 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 and inexpensive mailing lists to data services and 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.