Direct Mail and Outbound Marketing
Se Sett tting up a ing up an Outbound n Outbound Mar Marketing eting Campaign Campaign 1. Look at last years marketing numbers? Sales by lead report. 2. What is your budget for outbound marketing? 3. What is your offer? 4. When will you start Round 1? 5. Look at you Marketing Summary Report for your best areas. 6. Did you update your marketing list yet? 7. What marketing items will you be using next season? 8. What up-sells will you be promoting and how? 9. Do you have a good way to track your different marketing campaigns? By source? By salesperson?
Last Years numbers 1. What worked and why? 1. New Sales 2. Up-sells 2. What was your total cost per sale (cps)? 3. How was the timing of the mailings? (Mother Nature) 4. Did you use a new offer or several offers? 5. Are you going into a new area this year?
What is your Budget 1. Looking at what you spent last year and see what % of total revenue it was. 2. Based on your growth, how much is this? 8 to 10%? 3. How much do you want to grow next year?
What is your offer? 1. You need to have a good offer to attract new sales! 2. You should have a offer that is $25.00 or FREE. 3. Looking at offers, can you have a offer that will get you more recurring revenue? Like foundation insect control or mosquito control. 4. Have an EXP date on all marketing materials! 5. Offer codes 6. Different Phone (Intellemail) number on each different marketing item? 7. Different QR codes.
Dates for Marketing items 1. Pre Pay letters. End of last season and again the first of the year? 2. Update of Marketing data. Are you calling? 3. Cancel Customers. 6 to 8 weeks before the start of round 1 4. Old EST not sold. Right after cancels are done 5. Neighbors of existing customers. During round 1 and on nice days 6. Door to Door selling. Once the clocks have changed and nice days 7. Posting Signs. QR codes and offers 8. Referrals from customers. 2 times a year or more. 9. Up-selling to customers. 3 to 5 a year.
What types of mail pieces 1. Custom proposal letters with prices for that property. 2. Custom picture letters. Do you measure and save pictures? 3. Post cards for new sales and up-sells 4. EDDM post cards for new areas. 5. Door hangers 6. Referral cards and letters 7. Post cards to current customers to give you a review on your WEB site or to use the CAW. 8. Automated Marketing Assistant letters.
Marketing Summary by Zip Code
Cur Curren ent t Cust Custome omers • Current customers are your best source for new and upsell sales. You can get an estimated 15% response from marketing to them. – Leave behind nature notes – Referral cards – Email or printed newsletters – Direct mail – Phone calls – Net Promoter Score – Text with opt in
Cancel & I Cancel & Inactiv nactive Cust e Customer omers Your second best source for new sales! You can expect up to a 6% return. Send out win-back programs and market to new homeowners at an address. Nationally, people move at a rate of 12% to 15% per year. You need to update the name and phone numbers each year for this file.
Meas Measur urement ement As Assis sistant tant This option allows left mouse button panning These options measures SQFT & linear feet, subtracts area, draw multi-sided shapes, squares, circles, and edit measurements
Top 2015 Make it Direct Mail personal and Marketing form a Trend… connection Customers have a harder time canceling with John Smith then they do ABC Service Company Set up mailers and promotional print materials with a photo of you and your staff Have an insert for invoice door bags with a photo and note from the technician
Pr Prepay Letter epay Letters Sent to all current customers to offer a discount for prepaying the full year’s service. Why do customer prepay? Offers to get your customers to Pre- Pay. 5% and FREE CAW offer codes Service. Locks customers in
2 Page Prepay Letters 2 page Pre Pay letter
Marketing Letters Cancels Reject Marketing Neighbors Offer Exp. Date Price Owner
Marketing Letters with Pictures Picture of home Offer code Full Window Envelope Print Letter right out of SA Double the response of other letters
Custom Letters in large Window Envelope
Custom Hand Written Address on Envelope Get your letter opened with this hand written font envelope with a stamp on it. Put your name on the return address line.
Neighbor Production Post Cards These work best when sent out to neighbors of customers you will be servicing in the next weeks. You need to make sure to use a radius of less then 0.15 miles from the customer. First Class Postage Builds route density
Every Door Direct Mail USPS Send mail to every address in a defined geographic area Option to drop (some) mailings directly at your local Post Office • Your larger than average sized ad stands out in the mailbox • Once in a resident’s hands, their focus is solely on your logo, message and offer • Ad comes in with the important correspondence and stays in the household until removed • Postage is as little as $0.17 each. ***** https://www.usps.com/business/pdf/eddm-smp-user-guide-051311.pdf Mail piece must be a flat-sized piece.
Up-Sell items .
Test, Test and Test! • Direct mail works similar in most areas. • You want to test different offers and mailers to find out the one’s that work for you and your business. • Track responses rates and dates
Questions?
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