Direct mail offers a myriad of marketing potential, but is direct mail for home improvement companies the right solution for your business?
Many of your competitors think so. Let’s look at why.
The Benefits of Direct Mail for Home Improvement
One of the biggest benefits of direct mail for home improvement is the fact that you have the greatest chance of reaching your target audience. As an industry specifically targeting homeowners, your marketing goes straight to the source.
In addition, the ways to define your target audience via direct mail are many. For example, you have the option to create a mailing for specific ZIP codes, or reach every single home on a particular postal route.
If neither of these options are desirable, you can purchase mailing lists based on specific criteria, such as home size, income, prior direct mail purchase history, and a host of other information to give you the best chance of landing in front of the right people.
Tips for a Successful Home Improvement Direct Mail Campaign
A large part of direct mail’s success lies in two factors: repetition and timing.
Ask any direct mail expert and they’ll tell you that direct mail is more about brand exposure and building trust than making immediate sales.This means that it will likely take more than one round before you see the results you expect.
However, part of the need for repetition is timing. People need home improvement projects at various times, from tree cutting to painting to new flooring and fixtures. Just because you don’t get a response from your mailing doesn’t mean people aren’t interested. It may be that you haven’t caught them at a time when they’re ready to take care of their projects.
So how can you combine the two to your advantage?
One suggestion is to your direct mail campaigns around tax season. People may be waiting on their tax refunds to embark on a home improvement project, and seeing your name in their mailbox around tax time might help motivate them to give you a call. You could send an offer via direct mail once or twice a month from January through April to boost repetition and timing.
Unlike general advertising, you can evaluate and measure the [direct mail] response precisely.
Another option is to send out your direct mailing after a major weather-related event. For example, a roofing company may send out an offer after a hailstorm, while a tree company may target neighborhoods affected by heavy storm damage. If you’re waiting for these occasions, repetition may not be as necessary since weather-related damage is unexpected, which means they’ll want to act sooner rather than later.
The above rules on repetition and timing aren’t foolproof, but they’re a good starting point for those wanting to test direct mail for home improvement services.
Whatever strategy you use, make sure you measure and track your results. Test different elements, such as images and copy, to see what resonates with your audience. Simply paying attention to your responses can help you improve your future direct mail campaigns.
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