With Direct Mail, Timing is Everything: Spring Mailers You Should Be Sending NOW!
Landscapers, masons, house painters, paving companies, decking companies, roofers, pool companies, exterminators, gutter cleaners, car detailers— take note: Spring is right around the corner, which means you should be advertising with direct mailers NOW.
Don’t wait for the first leaves to turn the neighborhood green—by then it may already be too late to send out a direct mailer advertising your warm-weather services. There are some companies that naturally go a bit dormant during the winter and that’s all the more reason to hit the ground running with mail advertising as soon as the very first inkling of spring enters people’s minds.
That time is right now.
As soon as March hits folks are already mentally going through their spring maintenance checklist. Make sure you’re services aren’t left off their to-do list by sending a direct mailing advertising piece.
As a neighborhood business in need of advertising, there are a few ways you can go about getting your direct mail piece into the hands of the public:
Every Door Direct Mail (EDDM)
Because you’re a local company, this one could be for you. Every door direct mail means that you hit every house on a certain mailing route—but keep in mind it has its downfalls.
This type of direct mail advertising might be better for certain types of companies, but not others. For example, a driveway paving company mailing might make sense as an EDDM because almost everybody has a driveway, and they always take on wear and tear after the winter.
However, if you’re a landscaper in the Boston area, this might not make as much sense as not everybody has a lawn and a percentage of your direct mailing piece would almost certainly be lost on some houses without lawns.
Targeted Direct Mailing List
Using a targeted direct mailing list is the recommended way to go for the best ROI (return on investment) for you direct mail advertising piece. A targeted list is the best way to ensure that you don’t lose money on dead-end leads.
How Does a Targeted Mailing List Work?
Take this illustration of a neighborhood for example. Say you are a roofer. The “X” marks might represent houses that have had a new roof installed in the last ten years. These would be left off of your list. The check marks represent houses that have not had their roofing replaced in the last ten years, meaning they may be due for a new roof.
Targeted mailing lists ensure that you are sending mailings only to residences who are:
In need of your services
Most likely to use your services
Within your desired demographics (home or income size for example)
Within your desired neighborhood or zip code
Using a direct mailing list this way ensures you are not wasting your money on dead-end leads, and only sending out your direct mail advertising piece to those most likely to actually use it!
What Types of Mail Pieces are Most Effective (and Cost Effective?)
Direct mail postcards tend to deliver the most bang for your buck. They are eye-catching, come in a range of sizes, and can be designed and customized to your specifications easily.
Mailing personalized bulk letters using mail merging and mail automation (which is a good way to save money on postage) are also a great way to get a lot of information in an envelope.
Mailing brochures of varying size are also an eye-catching way to get a lot of information across and also introduce yourself in-depth.
Mailable fliers are a good option for special events like a flash sale or a limited offer that you want customers to unfold on a large scale. You can also sneak a lot of extra information on there.
Magnets, pens, stickers, notepads—you name it. Sending useful items with your logo on them is a great way to make a lasting impression.