Coming as no real surprise, surveyed contractors picked the end of the shoulder seasons/beginning of busy seasons as the time they got their best direct mail response rates, with June (40% response rate) and November (37%) leading the way, followed by May (34%) and October (31%). Of course, that’s when contractors are gearing up for the busy season, and when homeowners want to ensure their heating and AC are ready for ramped up use, so that’s probably the best time to remind prospective customers what you have to offer – via mail as well as other communication channels.
26% said they don’t know when their best response rates are, which speaks to a lack of measurement and tracking that should be avoided at all costs. If you’re going to spend money on marketing, have systems in place to measure whether you’re actually getting your money’s worth; it’s possible money is being spent on months or products that are generating no return, but without tracking there would be no way to know.
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