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Make More Profit With Direct MAIL Marketing

Direct mail marketing... it’s a pretty impressive yet often underused marketing tactic. Those that get it right, can look forward to 39% of recipients trying a business for the first time, 92% of respondents having an emotional response, and 73% holding onto the mailer for future reference. There’s no doubt, direct mail marketing is capable of incredible things.

But let’s be honest – direct mail marketing is no walk in the park.

If you’re not securing the breath-taking results that you’d like and your sales pipeline is falling flat, leaving your team twiddling their thumbs, it’s time for a closer look at your direct mail marketing campaign.

1. First things first: Get your offer on-point and your call-to-action working overtime

What’s your value proportion – the slant you’re taking on your home improvement services? The improved lifestyle, the way in which a new kitchen will revolutionise everyday life, or how your swimming pools will restore health and wellbeing?

You see, you may be in the business of providing general home improvements, new kitchens or indoor swimming pools, but what you’re really selling is the benefits.

When it comes to your call to action, make it short, snappy and succinct – experiment with it by splitting your campaign in two, three or even four – switching up the offer and call to action approach to see what works (and what doesn’t). You should also make your call to action time sensitive – a countdown can be the difference between a call made or appointment set right then and there, or a flyer that gets placed on the side and swiftly forgotten about.

Finally, you should think about using a ‘no-risk’ call to action – such as requesting further information, signing up for a free guide, ordering a free sample or inviting them to a demonstration or event.

2. Seriously consider checking out direct marketing companies

We know, we know – as a direct marketing company, we would say this, right? Before you skip to our final tip with so much as abackwards glance, consider this:

How valuable is your time in pounds and pence?

As a construction professional the chances are that every hour of your time is worth at least £XX– and how much time do you spend sweating over the copy, design and strategy of your latest campaign? And beyond this financialconsideration, there’s something else: direct marketing companiesknow their business – they understand what works, what doesn’t and where to discover better leads (the ones with larger, more lucrative projects in better areas).

3. Decided to go it alone? Then focus on refining your leads

We make no secret as to how we work and where we get our leads from. Our value as Marketing Experts for Home Improvement Leads comes from the time we save our clients, the quality of our copy and our know-how when it comes to grabbing attention with design and innovative printing techniques.

But here’s something important:around 40% of the success of a direct mail campaign rests on identifying and reaching your target market. Make no mistake – you NEED the right strategy for gaining leads. For which, there is your local planning portal – where you’ll discover EVERY household’s details that are soon to be in need of your services.

4. Choose your Direct Marketing Services wisely

Direct marketing services aren’t solely confined to companies that provide completemarketing packages, and include businesses and professionals such as printers, copywriters and designers (each of which we’d strongly recommend using – rather than leaving the entire task to Bob in Accounts whose printer is it’s on its very last legs).

Shop around – gain numerous quotes and consider more than just the price (such as reputation, portfolio, past results and speciality within the home improvement industry).

5. Test, track, and tweak (then rinse and repeat, rinse and repeat)

No matter what sphere of marketing you’re dealing with, the only way in which your campaigns can become more effective is to go to great lengths to track, test and tweak.

You may judge success by tracking:

The number of visitors to your showroom;

The number of phone and email enquires you receive;

The number of sample requests/downloads made.

Try experimenting with:

The type of project/client you target

The offer approach

The Call to Action

The printing and/or card/paper cutting technique you choose

The imagery you use 

The length of your copy

In our next blog post, we’ll be setting our sights on the key considerations when selecting Marketing Experts for Home Improvement Leads.

Website References

http://www.printingforless.com/Direct-Mail-ROI-Calculator.html www.piag.org/education-foundation/choose-print/