Wednesday, March 30, 2016

Smart Direct Mail Reaps New-Mover Bounty

New-mover lists provide direct mailers access to one of the most valuable event-triggered consumer segments. A family move drives a leap in purchases of goods and services--household furnishings and appliances, home-improvement services, phone services, insurance, banking and financial services, medical services, pet care, restaurants and even nonprofits. In fact, research shows new movers spend more in the first three months after a move than most people do in a three-to-five-year period. A timely introductory mailer can not only reap immediate revenue, research also shows new movers are five times more likely to become long-term customers. Depending on promotion, final counts and costs, mailers may want to further target a new-mover mailing by factors such as household income, age, home value, presence of children, move distance, geographic radius and more. Because of proven response, new-mover mailings are popular, so it's worth some creative thought to stand out in the crowded mailbox of a new resident. A recent Target Marketing magazine article by Paul Bobnak, director of Who'sMailing What!, provides examples of four ways to improve impact. The first response-booster is a no-brainer: Offer a new-mover discount. Bobnak cites Pottery Barn's 5 3/4" X 10 3/4" self-mailer with three 15% off coupons redeemable in-store, online or by phone, plus promotion of free design services. Idea No. 2: Leverage marketing's tried-and-true emotional copy motivators (greed, guilt, fear, exclusivity, need for approval), such as the GEICO auto insurance mailer touting a potential $500 savings based on the new address. Hook No. 3: Offer desirable content with the promotion, such as a retail furniture chain's 16-page mini-catalog with tips on interior design along with coupons. Finally, Tip No. 4: Make it easy to respond. Bobnak shares a local hospital's postcard with mobile-scannable QR code leading to a pURL welcome landing page and pre-populated form, plus a gift (thermometer) for adding data such as insurance and e-mail address. For the examples:

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