In the March 2018 Snapshot Survey, we asked contractors all about Direct Mail Marketing. Here's one survey question and its results from the summary report, which is now available in its entirety to EGIA members.
Question: When do you get the best response rate for your direct mail campaigns?
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 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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Additional direct mail marketing resources for EGIA members:
For a deep dive into Direct Mail Marketing training resources, recommendations and educational materials, visit the Contracting Best Practices Library at the EGIA Member Dashboard.