New Movers Mailing Tips

Help New Movers Get Comfortable and They will Reward You.

Almost every adult in America has been a new mover at some time in their life. When marketing to this set of consumers, don’t be too selective. Some of these consumers may be new to the real world and some may be very established and well off. Don’t be too quick to only select consumers by their value of their home.

New movers remember offers that got to them soon after their move. Even if they don’t utilize your product or service right away, in the future they may pull out your offer when things have settled down for them. If you are offering a service, send them a magnet with your information on it to put up in their new home.

New Movers Marketing Tips

Send a clear message but stand out from other mail pieces
Send multiple offers within the six months of their move
Use dimensional mail pieces--magnets, plants, samples, menus, etc.
Use layouts that include coupons

5 Direct Mail Elements guiding your Campaigns to Success.

New Movers Mailing Tips for Creating a Powerful Marketing Campaign.

The List--For direct mail to gain a consumer response, it must be targeted to profiled prospects who may need your products or services . Selecting a new movers' file is a great target because these movers in fact spend money in the first six months of their move. But make sure that your list is narrowed down to the perfect target market. A new mover who rents a condo, probably will not need a gutter cleaning during their occupancy. Choose additional data selections to narrow in and to get a perfect direct mailing lists.

The Offer--It is referred to as the deal. The offer should be clear and include a deal that a prospect can't refuse. Offers are either soft or hard depending on your product or service. A call-to-action or a way to respond must be included in support of the offer.

When constructing the offer you must ask yourself: How much am I able to spend on a new customer?; How good of a deal am I able to afford?; What is the value of a new long-tern customer? Repeating the offer in the mail piece is key in direct marketing.

The Timing--For direct mail to gain better response rates you should focus on the prospect's buying cycles and habits. Sending a message for tax services in July, may not be as profitable as sending the same message in February or March . New movers are in a stage in their life were they are establishing new relationships and shopping loyalties. Timing is essential when marketing to new movers, do not miss your window of opportunity.

The Layout-- It critical to have a layout with specific graphics that compliment the copy of the direct mail piece. Always use people or people using the product/service over product shots alone. Use different color fonts sparingly. When using postcard type mailings, the eye goes from right upper, to left middle, and ends at right lower...design your piece to consider this flow. For letters, the eye starts in the upper left corner and zig zags to the lower left corner, this is why a P.S. in letter is so important.

The Copy--A good mail piece relates to what the product and service will do for the reader. The writing attitude should be about the benefits the reader will receive by doing business with your company. Be clear and simple, the copy should be written as if it was a conversation with the reader. Short sentences, headlines, sub headlines and repeating the offer are important for readers to understand your message. Most readers scan when they look at direct mail, make your copy scanable.

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