Direct Mail and Outbound Marketing Se Sett tting up a ing up an - - PowerPoint PPT Presentation

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

• mers
• 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

• mers

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

These options measures SQFT & linear feet, subtracts area, draw multi-sided shapes, squares, circles, and edit measurements This option allows left mouse button panning

Top 2015 Direct Mail Marketing Trend…

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

Make it personal and form a connection

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? CAW offer codes Locks customers in

Offers to get your customers to Pre-

• Pay. 5% and FREE

Service.

2 page Pre Pay letter

2 Page Prepay Letters

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

• ut of SA

Double the response of

• ther 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

Mail piece must be a flat-sized piece.

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

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?