Direct mail is not dead, far from it. In fact, if you really want to get in front of a customer, a direct mail campaign can be very effective. The U.S. Office of the Inspector General (OIG) found that digital ads seized the attention of the consumer quicker but that physical ads held that attention longer, elicited a greater emotional response, and played a more direct role in ultimate purchase decisions.
Mike Davis, CEO of Valpak said this while referencing a study by McCann, “the average American spends twenty-five minutes a day with mail.” McCann’s CEO described it this way; “You come home from work, the mail in one hand, cell phone in your pocket, and you sit down to go through the mail.” “It’s an important moment in people’s lives and one that presents great marketing opportunities.” So when, not if, the average American is in the market for home services, you want to make sure your company is part of that daily ritual.
The other reason taking time for the “Mail Moment” is important if you want to be top of mind when people actually need your service. They might not need it the first time you show up in the mail, but if they keep seeing you, they will choose your brand over others when the time comes to hire someone for the job. Valpak offers that top of mind at 10% of the cost of a direct mail from your own customer list with the added value of specific metrics to track success.
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