3 Rules to Follow for Direct Mail

Friday, October 6, 2017

Ancient? Inefficient? Costly? This might be what you think of when it comes to direct mail along with words like hassle, clutter and spam. But the reality is, when executed properly, direct mail is a great way to convert potential customers and retain current ones. It’s a great tool to communicate with your customers and update them on tune-up specials, service reminders, and more. Here are three quick tips to boost your direct mail game.

Speak with existing customers first

A big mistake businesses tend to make is to spend their marketing efforts solely on marketing to new customers instead of existing ones. It costs five times more to acquire a new customer than to resale a current customer. Existing patrons also generate the lowest cost per lead. When it comes to connecting with current customers, it’s all about your mailing list. Make sure it’s current, and make sure to include some personalization to reinforce brand loyalty.

Keep your phone number visible

Though you don’t want to overwhelm your customers, it’s important to feature your contact information prominently on each direct mail piece. Your customers need to be able to contact you the second they need a quick tune up or emergency HVAC service, but if your phone number is at the bottom near the small print, they’ll move on to another company. Putting your number in a call out box or in a bold, easy-to-read font can help with retention. In addition, offering multiple ways for your customers to reach you is key since some will call, some prefer online communication, and others may want to visit your website to print a coupon.

Use a strong call to action

Whether you want to send customers to your website to learn more about your HVAC services or you want them to call to schedule an AC tune up, a compelling call to action (CTA) urges customers to take action immediately. Your CTA doesn’t need to be extravegant. Usually, simplicity is the way to go, and something as concise as “call now to schedule 24/7 furnace repair” can drive new leads.

Any of this sound new to you? Then it’s time to revisit your direct mail strategy. Stay updated with our BlueWing blog for more tips to level up your HVAC business.


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