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Astonishing Pool Service Marketing Tips: How to attract more Customers in Less Than 5 Steps

“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. To get a quote on your next pool service marketing project, contact us or contact Marty at 602.932.7984.

bulk direct mail services young girl near posting box web

6 Ridiculously Simple Ways to Get More Leads with Bulk Direct Mail Services

These days it seems like everyone is about building an email list. Customer relationship management exists in solely online spaces and is built to target those whose information can be collected digitally. Is it possible that so many industries are missing out on bulk direct mail services?

Bulk Direct Mail Services One Stop Mail showing letters in a mailbox webThis print service offers a variety of ways to reach potential leads and build out your contact lists. And not only does direct mail work in a variety of industries, but it also fits many budgets. You can tweak a direct mail plan to be affordable or more expensive with just a few simple changes. In the end, you collect more leads.

Discover the six ridiculously simple ways to collect more leads with bulk direct mail services.

1. Increase Brand Awareness

They can’t become your customer if they have never heard of you before. Direct mail is an excellent way to get your name, branding, and value propositions in front of people by delivering directly into their hands.

Bulk direct mail services offer an opportunity to send flyers, coupons, postcards, and more to every address in a given area. For a new business, this can be particularly important as a way to build brand awareness.

2. Get Your Message Out Faster Than an Ad Campaign

Ad campaigns take time and often have multiple stages of rollout. Ad campaigns may also be dependent on the release schedules of the publications they appear in, such as newspapers. Marketing advisors may even suggest scheduling a budget ad campaign over 40 weeks to get the right amount of notice.

A direct mail campaign, however, takes only the time of design and printing to get in the hands of new potential leads. Though you may schedule waves of your direct mailings similar to a traditional ad campaign, you can feel confident that you are getting more individual notice faster as potential leads hold your independent flyer or postcard.

3. Reach Millennials with Bulk Direct Mail Services

bulk direct mail services people with cellphones webOne of the most surprising direct mail statistics is how much it appeals to the Millennial generation. Known for their digital upbringing, Millennials are often thought of as strictly digital prospects. But the novelty of direct mail seems to attract this segment of buyers in a unique way.

In fact, 88% of Millennials look at their mail. They are checking to make sure nothing of value is missed and the vast majority—80%—say they look forward to this chore. When it comes to direct mail, Millennials remain just as engaged, with 66% bringing pieces such as coupons to brick and mortar store locations or following directions to a website.

For businesses that are looking to target Millennials—a group now squarely in their 30s and invested in career-building, homeownership, and childrearing—enacting a direct mail marketing campaign could glean unexpected results.

4. Use Precise Customer Targeting

Bulk direct mail services offer a surprising number of ways to precisely target customers. That’s because most direct mail campaigns are based on curated lists that lump customers together by commonalities.

For instance, a pool company can purchase a list of local, high-income individuals who own their own homes. This can help them target people with the income and space to purchase a pool or pool services. Instead of wasting money accidentally targeting potential customers who rent homes, this curated list betters the chances of the pool company connecting with new customers.

Another approach to use in precise customer targeting is every door direct mail. This permits geographical targeting via mail routes. Businesses work with the United States Postal Service to get contact information from specific neighborhoods. This helps businesses really target groups of people for whom a local business—like a pizza place—would be relevant due to proximity.

5. Stand Out in a Digital World with Bulk Direct Mail Services

bulk direct mail services colorful envelopes webStanding out is a goal for every marketing campaign, but it may be easier to reach than you might think with direct mail marketing.

Mail is novel in a day where you might receive 50 emails but just one envelope. Successful direct mail campaigns capitalize on the immediacy of holding a piece of mail in your hands. From glossy, bright postcards to richly printed, tactile envelopes, using something physical in your marketing campaign can help you stand out from the on-screen inundation most potential customers live with each day.

6. Use Variety to Be More Relevant

Variable data printing makes it possible to deliver more relevant information to customers within the same campaign. You may be targeting middle-class citizens of a particular town with your new store. But amidst that group, you have an even distribution of men and women. What if you could tailor your flyer to hold most of the same information, but slant in the interests of either a male or female reader?

That’s precisely what variable data printing allows you to do, by hyper-targeting within the same printed campaign. This printing technology is simply a better way to create printed direct mail with some personalization.

It also allows you to add contact information rather than a stand-in like “Our Neighbor” so leads feel attention has been paid to them specifically. With over half of shoppers saying personalized advertising helped them make a purchase decision, it’s a smart idea to embrace variable data printing.

Direct mail marketing is a tool your business needs to generate more leads for less time and cost. With these six ridiculously simple ways to get more leads using bulk direct mail services, why aren’t you using them already? Reach out to One Stop Mail today to get a free quote on your direct mail project or call (602) 932-0365 with questions today.

Crush Your Revenue Goals With a Direct Mail Campaign woman checkin her mailbox web

How to Crush Your Revenue Goals With a Direct Mail Campaign in 2021

If you’re starting the year with big revenue goals to accomplish, that can be a huge, continuous task. Establishing a target and a plan to achieve it is essential if you want to reach for the stars – and we are here to help. Here is your blueprint to create a winning direct mail campaign in 2021.   

Why a Mail Campaign? 

It converts prospects into buyers.  

Yes, email is a less expensive way to reach customers and prospects, but it doesn’t convert prospects into buyers. According to the Association of National Advertisers’ (ANA)/Data & Marketing Association’s (DMA) 2018 response rate report, an average of 4.9% of prospects who receive direct mail will order from that company. Only 1% of prospects responded to an email. 

When buyers receive a mailer from a company they’ve purchased from before, 9% of them will make another purchase. 

If you want more buyers, go with direct mail.  

How Does Mail Get Sales?  

Crush Your Revenue Goals With a Direct Mail Campaign young woman opening mail webResearch shows that Americans prefer mail. 

Marketing research heavy-weight Marketing Sherpa says 76% of people trust ads that they receive in the mail. 

The organization points to the scarcity of print that makes it so valuable to recipients. Think about how many ads, catalogs, mailers that you receive daily and compare it to the number of emails that you receive. If you’re like most, you get 121 emails each day on average. How much harder is it to be noticed in the inbox versus the mailbox? 

If you want your message to reach your recipient, use mail.  

Create a Mail Campaign in 2021 

If you don’t already know who your best customers are, research your target market to determine demographic markers, such as whether the decision-maker is male or female, what’s their age and education level. Your marketing message will vary depending on who your customers are and what you’d like to offer.  

Are you trying to generate business with new customers? Are you looking to retain current customers? Are you trying to win back customers who haven’t used your services for a while? Answers these questions to understand your overall goals and what your mail campaign will help you accomplish.  

Craft a Compelling Offer 

When you want to reach specific revenue goals, make it attractive for customers to say yes by giving them an exciting offer that makes them want to say, “Yes!” 

You don’t have to discount your products or services if you frame your offer to appeal to your best audience. Or get loyal customers to offer a genuine testimonial. To learn more about how to craft an offer to help turn prospects into customers, read on

Build your List(s) 

Crush Your Revenue Goals With a Direct Mail Campaign managing mail webWhat makes or breaks your direct mail campaign in 2021 is your list. If you’ve been using a mail list that isn’t performing the way that you want, it’s time to upgrade.   

Scrub the non-performing addresses from your list and rebuild it with addresses that will perform better, like recipients that fit the demographic profile of your best customers. To find them, you’ll need expert list builders, like One Stop Marketing’s professionals.  

In addition to cleaning up your house list, they’ll be able to put together a customized prospect list or can provide you with all new movers in your neighborhood or will work with the post office to complete Every Door Direct Mail, or EDDM.  

Put Together your Mail Schedule 

If you’re like most business owners, you may have noticed a seasonality to your business. During certain times of the year, there’s a spike in business. If you scheduled mailers to reach your customers, could you increase those spikes in revenue?  

Pre-plan for the year and create your compelling offer to get the best result.  

Mailer, Flyer, or Postcard? 

Decide which mailed collateral will help you stand out in mailboxes and get you the best result. If you’re unsure, work with an experienced print and mailing house to help you balance the attention-grabbing graphics and size of your mailer with your budget.  

If you require graphic design expertise, One Stop Mail has that, too.  

Crush Your Revenue Goals With a Direct Mail Campaign flyer postcard web

Personalize Your Offer with Variable Data Printing 

Research shows that people who see a letter or postcard with their name on it have a better feeling about the sender and are more likely to buy. A survey shows that 59% of buyers say that personalization influenced their buying decision.  

Fortunately, digital printing has brought the cost of variable data printing down in recent years, making it an affordable, as well as profitable, option.  

Get the Right Partner for your Direct Mail Campaign

When it comes to developing a successful direct mail campaign in 2021 and beyond, a solid partner with experience is essential. One Stop Mail has more than 14 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. Contact us, or call 602.932.0276 and get started today. 

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What to Look For in a Direct Mail Company: A Checklist

Top 3 Things Everyone Should Look For In A Direct Mail Company

Sifting through all of the direct mail marketing companies out there can be time-consuming. How do you determine if one is better than the other? Keeping these three key criterion top of mind will make sure that you can pick the best company that will meet your direct mail marketing needs.

They Have A Track Record of Success

This is a key indicator if a company is even worth pursuing. More often than not, you can usually see what sort of clients they have worked with in past on their website. Even if you do see them on their website, one of your first questions should be: what sort of clients have you worked with in the past and what results did you generate for them? This is the first hurdle that they must jump over successfully to garner your attention.

OSM AChecklist

They are Reasonably Priced

Only you know what sort of budget you have to work with. That is why price should be one of the key things you ask up front. That way you aren’t surprised later down the road when you think you have found your ideal direct mail company.

You should also consider what you will be getting for your money. One of the things that One Stop Mail offers their customers is variable data printing, which is a cost-effective way to cater each direct mail piece to a specific individual. In this day and age, personalization is the name of the game. At the end of the day, you want to make sure your buck is going towards real results.

They Understand Your Needs

One of the simplest yet important things a direct mail company should do for you is to not only grasp your unique circumstance but also back up that understanding with a solution. They must be willing to work with you to develop strategies, test them and measure outcomes, and make changes to optimize results so that they can gain bigger, better sales for your business. Your own situation will require “unique strategies,” so make sure that you are not only explaining everything clearly but they are taking in what you are saying.

Choose Wisely and Expect Fine Tuning

If you think you have found the best company for the job, don’t expect magic overnight. Direct mail marketing, and really, marketing in general, requires a bit of trial and error. Many people get uncomfortable with this because they don’t want their money to be wasted. But the fact of the matter is your money is not being wasted. It is being used to find the most successful areas to target so that you don’t get lukewarm results. The only way to do this is to test and analyze the data. If you have done your direct mail company research well enough, you should not have anything to worry about.

If you’re looking for a direct marketing company with experience in all aspects of direct mail, including mail lists, quality printing and graphic design,  is committed to your success and is reasonably priced, you don’t have to look any further than One Stop Mail. We’ll get to know your goals, your audience and do all that we can to help you achieve your goals. Call us at 602.932.7984 or send us a note.

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Data and Direct Mail: The Marketing Dynamic Duo

Direct mail remains as one of the most rewarding marketing assets available for anyone’s multichannel strategy. Marketers today now have better data to inform them on their target audience, allowing them to make their direct mail copy more impactful and well timed. This is why I am calling these two the dynamic duo, for they will be able to help you win the marketing battle with your direct mail campaign.

With Data Comes Deeper Personalization

 

Data tells us all the things we want to know about our target audience: their preferences, what they are most interested in, and where they are located. Rather than blasting out general direct mail pieces, you can now incorporate this data so that you can achieve deeper personalization and connect with people more meaningfully than ever before.  In fact, according to a JWT report, almost eight out of ten Millennials—the biggest segment of B-to-B buyers

—said print makes them feel more connected than digital.” Moreover, according to an Epsilon study, more than half of the US consumers prefer direct mail over email. It seems we have achieved a role reversal. Before, most mailboxes were cluttered, making it more difficult to stand out with direct mail. Now, as mail volume has declined and email has gone up, it has made it easier for someone to engage with a direct mail piece since it removes the delete button out of the equation.

 

Direct Mail Is More Likely to Get A Response

 

With consumer interest still high with direct mail, you can expect greater engagement with your materials as well as an increase in consumer response. Email is much easier to ignore than a piece of direct mail. Most of us would expect that people would just shred their unwanted mail or open it while standing over their kitchen trash bin. However, 70% to 80% of consumers actually open most of their mail,m including the stuff they would label as “junk.” according to a 2014 poll by the DMA. But the big kicker is how direct mail is able to transcend demographics, especially with younger people who you would assume respond significantly more to digital marketing campaigns over direct mail. On the contrary,  another study found that 92% of young shoppers prefer direct mail for making purchasing decisions. By informing your copy with data, you can give these shoppers the information they want to better influence their next purchase.

 

If you haven’t heard it enough before then here it is again—print is not dead. Though we are in an ever growing digital age, this has only allowed us to make our direct mail campaigns more effective. Take advantage of the data your team gathers, and use it to help you make more impactful print advertising materials for your next multi channel marketing campaign—  sharpening the spear tip for your direct mail.

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The Advantages of Direct Marketing Versus Branding

Anytime you’re creating a new marketing campaign, you may find yourself asking a slew of questions about the advantages of direct marketing and whether it matches your campaign goals. Will the objective of your campaign be to increase brand’s reach, acquire new customers, monetize your existing customer base or if you’re like most– are you unsure of what to expect? Understanding the difference and setting the correct expectations will infinitely improve mediocre advertising tactics and allow you to make the most of any campaign.

 

What’s the Objective?

 

If your marketing department functions like most, you’ve got an annual budget and department expectations that were established by upper management during the latter end of the previous year. We’re past the halfway mark and now the pressure is on, we need results. One of the most frequent questions we get is, what’s the difference between branding and are there specific advantages to direct marketing?

 

Brand Awareness – Think billboards. You’re driving on the freeway and see a catchy ad with cows telling you to eat more chicken. Some drivers familiar with the brand will get a laugh out of the billboard while others unfamiliar with the brand may connect the logo with a restaurant they see occasionally. The goal of this marketing method is to increase awareness and be visible to as many people as possible. Strictly defined sales goals are not to be expected of this method and more often than not, you won’t see strict tracking methods implemented with brand awareness campaigns.

 

Marketing – If the name doesn’t say it loud enough, direct-action result-based campaigns strive to provide a measurable increase in conversions. Whether the conversion metric is more newsletter signups or an X increase in new customers that translates into a Y increase in revenue, your campaign has set expectations and goals. Examples of these campaigns include coupons, limited time offers and opt-in campaigns.

 

The Purpose of Branding 

 

Increasing brand awareness may nearly impossible to correlate with monetization. For branding, reaching new, existing and potential customers is the objective. An example of an awareness through conversion cycle for a brand awareness campaign can look start with a direct mail postcard or billboard ad designed to peak your interest.

 

Fictitious pizza chain Chewy’s Pizza has been experiencing a slump in sales for nearly a decade. A focus group has revealed the brand’s image is struggling due to its low-quality pizza’s and sub-par taste. The pizza chain has decided to revamp its entire operation and will now use high-quality ingredients and focus on an artisan pizza rather than provide a bottom dollar product. The general perception of the brand needs to improve. Chewy’s Pizza runs radio ads, tv commercials and send postcard mailers to all homes within a 4-mile radius of a franchise in each market.

 

The advertisements emphasize a brand revitalization and commitment to top quality ingredients and taste. The messaging directs people to pizzamatters.com, a website the Chewy’s Pizza created to build value and modify existing perception of the brand. The company is monitoring campaign impact by keeping a close tab on the amount of unique and return visitors to the website. A conversion will be counted anytime an individual watches a video about the company’s new image or signs up for the mailing list.

 

The Advantages of Direct Marketing

 

For many SMB’s it is crucial to understand if a marketing effort is profitable, has the potential to become profitable or perhaps it’s a complete wash. Direct-action result-based campaigns strive to provide a short customer monetization cycle with a measurable value tied to each conversion. The ideal way to track campaign effectiveness is to use a variety of calls-to-action and tracking methods that will simplify how the results can be segmented.

 

Fictitious company Lazer manufactures computers and computer peripherals. The company has 50,000 addresses of previous customers but is having a difficult time engaging its fan base through emails and social media. Robert, Lazers sales director, has been tasked with spearheading a sale in an effort move stagnant inventory and make room for upcoming new products. The company decides to mail a scratch to win postcard to all previous customers. The direct mail marketing postcard offers vary with incentives ranging from 5%-50% discounts and a select few postcards have online-store gift cards or free item redemption codes.

 

The offer codes needed to redeem the incentives will allow Lazer to track how many customers redeemed offers, the campaign participants’ average spend if individuals purchased additional products and additional data to determine lifetime customer value and the potential for future monetization. Data shows Lazer that the campaign was able to provide a significant increase in revenue and was able to re-engage previous customers who had not made purchases in a long period of time.

Check out our helpful article for more information about building a great direct marketing mail campaign.

 

Which Do I Use?

 

Although branding and marketing can function in tandem, it is important to understand the difference in order to craft a successful advertising campaign. If your goal is to spread the word far and wide, branding could be the best solution to your advertising woes. Marketing campaigns have the benefit of being incentive based and allow time constraints to increase urgency. Next week we will discuss the difference between good offer and a fantastic one.

In the meantime, if you’re looking to get results on a direct mail marketing campaign, turn to experts with many years of direct mail experience. One Stop Mail can help you achieve your objectives — give us a call at 602.962.5104 or reach out to us here.

 

This article is part 2 of a 4 part series covering:

The Advantages of Direct Marketing Versus Branding?

Learn to Entice Customers with these Irresistible Offer Examples

Direct Mail Tracking Methods

Crafting a Successful Direct Mail Campaign