We live in an increasingly digital world. You’re more connected to your customers (and future customers) than ever before, but it can still be tricky to cut through the noise to make sure your business stands out.
That’s why it’s important to consider a variety of marketing strategies, from modern techniques like automated email marketing through an hvac software solution to more traditional methods like sending postcards through the mail.
Direct mail marketing, like hvac postcards delivered to your customers door, may seem a bit old fashioned, and it is, but there’s a reason this method has stuck around for so long.
Sending postcards via traditional mail can help your business stand out and build brand awareness over time. (Imagine a postcard with your coupon taped to a customer’s refrigerator versus a promotional email going straight to spam.)
However, direct mail is only a good investment if you do it right. So today we will compare the pros and cons of direct mail marketing and look at the potential impact of HVAC postcards. Plus, we’ll discuss tips to make your HVAC postcards as effective as possible.
the pros and cons of direct marketing
As with any form of advertising, there are pros and cons to using direct mail to market your business. it’s important to have a solid understanding of both before launching into creating your own weatherization postcard marketing campaign.
the benefits of sending climate control postcards
sending hvac marketing postcards allows you to:
- Get noticed: A recent study from Canada found that more people notice and read direct mail (53%) than email messages (26%). a promotional email can end up in someone’s spam folder or be deleted before they open it. alternatively, with physical mail, the recipient must collect and sort each item by hand.
- create brand awareness: How many times have you received a coupon or promotion code in the mail and stuck it on your fridge? When potential customers receive your postcard in the mail, they’re likely to save it for future reference, especially if it includes an enticing promotion. so even if they don’t end up calling you right away, you’ve still made a lasting impression.
- recover repeat business: hvac postcards aren’t just something you should send to customers. potential customers. by sending postcards directly to your existing customer base, you can encourage them to call you for seasonal maintenance.
- building a stronger customer relationship: postcard marketing It can also help businesses build a stronger customer relationship. Even if the postcard is not promotional, it would be helpful to send your customer a thank you note or remind them of another service in the future.
the drawbacks of using hvac postcards
Well, we’ve seen that direct mail can be a powerful method of marketing your HVAC business. Now let’s take a look at the other side of the coin, so you can make an informed decision about whether hvac postcards are a worthwhile investment for you.
Disadvantages of marketing postcards include:
- Higher cost than email marketing: Cost is probably the biggest reason business owners are hesitant to experiment with direct mail marketing. You don’t need to spend a ton to run an HVAC postcard campaign, but there are some extra costs involved. that is, you need to design and print your cards and pay the postage.
- tracking results can be tricky: you need to be creative about how you track the impact of your hvac postcards while email marketing lets you see how many people receive, open, and click links within your message, tracking with direct mail is a bit more complicated.
However, you can combat this by including unique promotional codes that are associated with a specific postcard campaign. so when someone calls and says they got a discount code in the mail, you’ll know exactly which postcard they’re talking about, which means you’ll know which pieces generate the most leads.
Do you want a better bang for your buck? make your weatherization postcards as effective as possible
On average, direct mail campaigns have a bounce rate of between 0.5% and 2%. so if you send 100 postcards to local landlords, you should get a response from up to two people. To maximize your potential return on investment, follow these tips for creating impactful weatherization postcards.
1. know your target market
If done right, direct mail lets you decide exactly who sees your marketing (unlike many digital ads that are less targeted). therefore, when building your mailing list, it is important to only include people who are potential customers. For example, you wouldn’t want to send postcards to people outside of your service area or to tenants who don’t have the power or need to hire you.
You should also consider creating more than one list, so you can target different owners with different offers. As an example, an HVAC business could create separate lists for existing customers, new local housing developments, and homeowners in older neighborhoods who may need more detailed services now or in the near future.
2. keep your layout simple and easy to read
don’t try to pack too many visuals into a single postcard. after all, the goal is to communicate value and build brand awareness at a glance. therefore, unless the recipient can look at your postcard and instantly know who you are and what you offer, your ad will not be very effective.
You should use font color and size to draw attention to key elements. this creates a hierarchy of information that tells people what to look at first. In most cases, you want to make sure the headline and call-to-action are larger than your offer details.
3. include a clear call to action
To avoid information overload, focus on one promotion per postcard. Whether your goal is to drive people to visit your website, generate referrals, or simply build brand awareness, include a clear call-to-action to make it happen.
For example, if you want future customers to have your number on hand when they need an HVAC professional, try emails that encourage them to keep your postcard. something as simple as “put this card away!” or “save this code for 10% off in April” can help your postcard get pinned on the fridge.
4. get the timing right
Not sure when to send your weatherization postcards? the ideal time for your campaign depends on your strategy.
To target existing customers, for example, you can send biannual postcards to remind them of the importance of seasonal maintenance. if they get your postcard every spring and fall, it will become second nature for them to call you to help them winterize their home.
On the other hand, to target potential customers who have never hired you before, you can try sending postcards more often. use different accounts and offers for first time customers until you find something that hooks them.
5. remove addresses from your mailing list
If any of your postcards are not delivered and returned to you, it is a sign that you need to clean up your mailing list. remove old contacts from your list to avoid wasting future postcards (and postage) on obsolete addresses.
6. track your results
add a unique tracking number or promotional code to each run of postcards. this helps you determine which postcards are most effective at attracting new customers. you can use this knowledge to make improvements and try out different layouts and messages until you find the perfect formula.