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High Impact Jobsite Mailings
Get Easier & Cheaper
Although most large-scale mailings are not working very well for full-service remodelers in this economy, jobsite mailings tend to be more productive. However, to have the highest impact, they need to be well done and highly targeted.
  To maximize homeowner attention, copy customization is key. For example, letting homeowners around a jobsite know you “are working in their neighborhood” is good, but it’s not as good as letting them know you are working on a neighbor's house on Maple Street or in their “Foxvale Farms” subdivision. With permission, you could even say their "neighbors at 123 Riverside Ave." Proximity to the recipient's home makes the message more relevant and therefore more likely to get noticed and read. With luck it may even encourage the homeowner to wander over to or drive by the jobsite.
You also need to use a high-impact card and the best and most targeted mailing list possible. Luckily, with the introduction of new high-quality, short-run, full-color printing techniques and list services with sophisticated selection tools, jobsite-specific post cards with cherry-picked lists are possible and cheaper than ever.
So now that you know what you need, how can you make it happen? We have recently collaborated with two of our vendors. One provides a jobsite post card printing and mailing system that allows you a maximum number of options for card development, customization, and mailing at very attractive online pricing for small, customized mailings. You can produce and mail as few as 50 cards at a time.
This printing and mailing firm can also provide mailing lists, but the selection tools they offer don't let you fine-tune your list as much as we think you should for jobsite mailings, and in some cases the lists will cost more. So we’ve arranged with another one of our vendors to provide you special access to a sophisticated online list selection system that for small mailings can save you up to 75% or more compared to similarly robust systems. And you can use the lists from them repeatedly for up to a year.
To help you learn more about how flexible, easy and affordable this system is for remodelers we are offering a FREE 50-minute interactive webinar to give you an overview of how the system works so you can determine if this is right for you.
The Webinar is on Monday, May 18, 2009 at 2:00 PM EDST. Space is limited so RSVP to Bonnie at bhorowitz@continuum-mg.com.
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Take our anonymous poll and immediately see what other remodelers have said. Then visit our home page periodically to see the most current results. VOTE NOW!
A Remodeler Asked:
Q: How do I start and grow my e-newsletter e-mail list?
A: There are a lot of ideas about how to get e-mail addresses for e-newsletter lists. Here are the methods that generally work best for remodelers:
- Start by contacting your client base and others in your circle of influence and tell them you are starting or have an e-newsletter and would like to include them in your mailing list. If they agree, you can add them.
- When prospects call, ask for their e-mail address so you can send them something about your company or an informational brochure via e-mail. Later in the conversation you can ask them if they would like to get your e-newsletter.
- While you network and meet people, ask if they would like to get your FREE e-newsletter and if so get their e-mail address.
- Have a visible signup link on your website and in your e-mail signature so people know you have an e-newsletter and they can sign up easily.
- If you have a showroom, have a place where people can fill in a card with their e-mail address to get your e-newsletter. Same with home shows and home tours.
Remember, nobody likes SPAM or SPAMMERS. To avoid running afoul of SPAM regulations you only want to build your e-mail list with persons who have agreed or "opted in" to receive your e-newsletter. Don't just collect business cards or borrow/buy/rent lists and load them into your e-mail list database. This is a sure way of getting folks upset with you and possibly getting your e-newsletter or domain blocked by ISPs.
If you have any other methods you have found to be successful please let us know at editor@continuum-mg.com.
If you are interested in learning more about e-newsletters for remodelers, please contact us at info@continuum-mg.com or
at 703-759-0106.
Comments & Questions
If you have questions or topics you would like us to address in future issues of Marketing Matters, please let us know. Send them to editor@continuum-mg.com.
Sincerely,
David Alpert
President, Continuum Marketing Group, LLC
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