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Sending Mail at the Right Time Makes a Difference
Macromark has written on several occasions about the key factors to a successful direct mail campaign. Leading the list is always ensuring that your campaign is focused on a specific demographic and once that is decided, Macromark will provide lists towards those targets. We also stress the importance of having a clear message in a creative format; whether the copy is long or short, the key is to be precise and have potential consumers engaged in the entire mailer.
One other variable does play an important role in the success of any targeted direct mail campaign, and that’s timing. Depending on your business, when you choose to mail your piece to potential or current clients and consumers can have a huge impact on your returns.
Take heating, ventilation and air conditioning (HVAC) company American Home Heating and Air, for example. They have a mailing list of approximately 4,000 subscribers who they wanted to remind about having their heating and cooling systems checked before the hot and cold seasons, respectively. What they did was send out two rounds of postcards at the beginning of each respective season to only the 4,000 consumers that were already on their mailing list. Each postcard was designed to show either an extremely hot or extremely cold cartoon person and featured a $35.00 discount on repairs.
The result of the campaign was an 8% to 10% conversion rate and $30,000 in revenue for just the service call alone and not counting any additional services performed. That certainly qualifies as a successful campaign for their company.
American Home Heating and Air followed all the right steps, which is why they had positive results. They executed a targeted direct mail campaign with creative content mailed at the right time.
Macromark knows the value of staying consistent and following these steps with each targeted direct mail campaign that we are a part of. As one of the leading direct mail list companies in North America, we’ve executed countless successful campaigns by following these principles. We know what it takes to have measurable success and can provide lists to accommodate and target almost any prospective client.
Source:
“American Home Heating & Air Case Study,” PostcardMania.com; http://www.postcardmania.com/case-studies/a-c-heating/american-home-heating—air, last accessed October 22, 2014.
David Klein