Direct Mail Marketing 101
Did you know it takes 7 – 10 impressions before a customer decides to buy a product or service? A potential customer will pay attention to your company only after they've been exposed to your product or service multiple times. This multi-touch direct mail marketing approach breeds familiarity, increasing your likelihood of making the sale.
With the progression of enhanced internet search capability, customers are increasingly comfortable with researching contractors websites before buying. As a matter of fact, by the time they call your company, they are probably ready to buy. It's important to stay in front of them on a regular basis if you want your contracting company to be included in their buying cycle. A one-shot approach where you depend on only one direct mail letter or postcard mailer to move your customer to buy rarely works. It's the equivalent of becoming invisible as soon as they put down the envelope.
A multi-touch approach to your home contractor direct marketing has several benefits:
- It allows you to define who you are as a contracting company.
- It allows you to tell customers what remodeling or building problems you can solve for them.
- It allows you to give them reasons to reach out to you.
An impression doesn't have to be limited to your direct mail piece. In fact, combining email or phone call follow-up is a good way to vary your message. Consider the following:
- Plan on spreading out several direct mail samples or postcards as part of an overall campaign. Give it time. This will allow your target customer to see your company over a period of time. Consider altering your message with each mailing by adding something new about your company; keep it interesting.
- Combine your direct mail piece with an email or follow-up call to action. Give them something for responding, like a free consultation or a discount on construction services.
- Keep existing customers close with post card reminders following appointments.
- Consider using direct mail pieces as a follow-up to a sales call.
Multi-touch construction marketing takes planning and consistency to succeed. A well-executed direct mail campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-to-action.
Benefits: Direct marketing is attractive to many home contractors because its positive results can be measured directly. For example, if a company sends out 1,000 post card mailers repeatedly for 3 months and 10 respond to the promotion, the company can say with confidence that campaign led directly to 1% direct responses. Industry average response for direct mail is .5-1%. This metric is known as the 'response rate,' and it is one of many clearly quantifiable success metrics employed by direct contractor marketers. In contrast, general advertising uses indirect measurements, such as awareness or engagement, since there is no direct response from a consumer.
Success of any Direct Mail Marketing service depends on:
- List – A good qualified accurate contractor list/database is a must.
- Offer – Best offer may yield up to 3 times the response, as compared with the worst offer. A good call to action that offers a consultation or a discount can be very effective in increasing your responses.
- Timing – Best timing for the campaign may yield up to 2 times the response, as compared with the worst timing.
- Ease of response – Multiple ways offered to respond may yield up to 1.35 times the response. Use phone, email, tear-off return card, etc..
- Creativity – Good design that engages and grabs the recipient's attention. Creative messaging may yield up to 1.2 times the response.
- Media employed – The medium/media used to deliver a message can have a significant impact on responses.
- Measurement – Direct mail marketing emphasizes trackable, measurable responses, results and costs.