Yes, you read it – Direct mail still works. As a marketer you’re probably skeptical, and I was too, but I can tell you for select industries direct mail is still effective.
People are no longer looking for remodelers, movers, or painters in their mailboxes – but they are holding onto fliers from their favorite pizza places, Chinese restaurants and septic pumpers! People love coupons and anyone that leaves menu at your door is probably offering sweet deal. As for septic pumping – most people have no idea who to call so when they receive a flier, they hold onto it (especially if there’s a coupon)!
My husband’s family has a septic company and I’ve been amazed at how successful direct mail has been for them. In our area, most townships require people who have septic systems to have them pumped every 2-4 years. Because there’s a “schedule” so to speak, it makes it simple to figure out when you should do a direct mail blast. Within days of sending out fliers, the business will get phone calls from people calling to schedule their pumping because they got their “reminder” in the mail.
The best thing about direct mail is that it’s cheap! Yes, it can add up when you send thousands of postcards or fliers, but the ROI is huge. I use Next Day Flyers btw – the cheapest printing costs I’ve found. What I’ve learned through direct mail, is that when it comes to marketing you have to do what works! In most industries nowadays, direct mail is not effective, but for the septic business, it is.
Before you jump into any new marketing endeavor, think about how you would make a purchasing decision – would you hold onto a flier from a service provider? Would you search online? Would you go to a place like Angie’s List or ask a friend? If you wouldn’t do it, chances are others won’t either so don’t waste your money.
Email marketing is a big one these days that’s effective for some industries and not for others. Email marketing is much more effective for ecommerce sellers than service providers. Again, think about how you make purchasing decisions. If you get an email from Amazon or Macy’s, you might click through to see what sales they’re having or to use a coupon code – but if you get an email from your local plumber you’re probably wondering why you’re on their email list and the message goes straight to the “trash.”
But back to direct mail… Here’s one of the most effective direct mail postcards I created for John Kline Septic Services this year. Key features include a well-branded color scheme, bold fonts and of course, a coupon!