Marketing for Plumbing & HVAC Companies
Postcards are the most cost-effective method of direct mail today. For most plumbing and HVAC companies, postcard marketing is a tried-and-true method of attracting new customers. They are simple to make and have a high response rate.
In addition to generating more sales leads, postcards may also educate your target audience about new products and services, keep in touch with your existing clientele, advertise sales events, generate traffic to your website, and experiment with different messaging and offers.
There is a good likelihood that plumbing and HVAC postcards will be opened. Unlike mail-in envelopes, they have already been opened and are ready to be read. In addition, the message will be delivered promptly and easily to the intended recipient.
Postcards can be an effective marketing tool for plumbing and HVAC companies for all the reasons listed above. However, plumbing and HVAC business owners must avoid a few common blunders while executing a postcard marketing campaign. If you hope to have a successful postcard marketing campaign, these ten frequent blunders must be avoided.
1. Choosing the Wrong Customers
To have a successful postcard marketing campaign, it is essential to have the greatest mailing list of potential customers. Customers will be able to respond more quickly as a result of this. It’s best to have a list of in-house customers, especially if the people on it are known to respond to offers they’re interested in.
If you don’t already have an in-house list, you can generate or rent one from a list broker. Your target market might be reached by renting subscribers to specialized magazines and newsletters for a price.
2. Insufficiency of Variation
Mailings that are sent regularly are more successful than ones that are sent only once. For your postcard marketing campaign to succeed, you’ll need to keep repeating the same message. There is a consensus that people need at least four exposures to learn something new.
It’s a terrific way to establish your firm’s reputation with current and potential customers when their eyes are often drawn to your company name. Customers will become more familiar with your brand as a result of this.
3. Sending Postcards that are unappealing to the eye is third.
Postcards must be well-made, stand out, and elicit many responses. Colors and images of high quality are used to pique the reader’s interest.
Your business’s postcards should be nice and welcoming, and they should also include a welcoming and approachable message. A reader’s attention is kept, and their emotions are aroused due to this. Postcards with brief, individualized messages get more responses than those with long, generic ones.
4. Mistakes in the mail
If you want your postcard campaign to succeed, you must pay close attention to the dates on which your postcards will arrive. Mondays, Fridays, and holidays are ineffective workdays.
On the other hand, Tuesdays and Wednesdays are the greatest days to send mail because of the lower volume. If you’re sending something out of state, double-check with your mailing service about the optimum days to mail.
5. Spending a lot of money on printing
Postcard printing isn’t always necessary for a plumbing and HVAC business. Using a laser or inkjet printer and some low-cost ink, you can quickly and cheaply create an eye-catching postcard for your business or personal use.
Professional printers charge less per increase in the number of postcards printed for larger postcards.
Three and a half inches high and 5 inches wide are the dimensions required by the US Postal Service for 23 cent 1st class postcards. 4 and a quarter inches in height and 6 inches in width.
6. Close the deal with the help of postcards
Postcards should not be utilized to make a pitch for a product. It is impossible to convey all the information necessary to conclude a deal on a postcard because of its restricted space.
However, they should be employed to pique the reader’s interest and increase the number of visitors to your site. Customers may be encouraged to use coupons or attend a grand opening due to their efforts.
7. Insufficient Focus on Headlines, Image, or Message
This will improve feedback since more clients will reply to a postcard with a good title than one with a bad headline. For the reader to get to the messaging side of the postcard, a compelling headline should be paired with an eye-catching image.
The image and color of the postcard must work together to capture readers’ attention.
For your efforts to be successful, the image must be eye-catching and brilliantly colored, and the message must clearly describe what you are attempting to promote in a few words.
8. Keeping the message too complicated
The postcard message must be kept to a minimum to be effective. People need to understand all you’re attempting to say in that little glimpse or the few seconds they give to your postcard. Therefore, to keep the reader’s interest, you must write in short, complete sentences and utilize simple language.
It is not necessary to promote more than one product or service when doing so for marketing purposes. You should simply include the essential information on your postcard and give the reader clear instructions on what to do next.
In addition to the information on your website, you can get further details by making a phone call or sending an e-mail.
If you’re going to employ slang or hard terminology, you should avoid doing so. In addition, you should avoid exposing the entire list of services you provide. A successful postcard campaign is to keep things simple and uncomplicated.
9. Failure to provide your contact information is a ninth offence.
On the surface, including your name, address, phone number, and e-mail address on your postcard seem like a no-brainer. Your online profile might include information like your phone number, street address, e-mail address, and website URL.
Your postcard’s call to action is provided by its contact information. People who have read your postcard and are interested in learning more about what you have to offer will want to connect with you.
For your business to be successful, you must have access to various means of communication. Your plumbing and heating firm should be listed in the contact information section.
10. Failing to Check for Errors
Errors can seriously harm your company’s image and your brand’s good name. If you are trying to convey a message to your target audience, punctuation, spelling, and typographical errors might derail it.
Before sending your work to be printed, proofread it several times. By reading the message aloud or having someone else analyze your work, you can find mistakes. So they can identify mistakes that you would have missed.
Businesses can personalize their postcards to get to know their customers and interact with them in a warm and welcoming way. Direct mail letters are less likely to be read than e-mails.
They can be read even if they are not opened. In addition, unlike e-mails, they aren’t flagged as spam by spam filters. Postcards have a 94% chance of being read, whereas direct mails only have a 14% chance of getting read.
There is a wide range of possibilities regarding the size and layout of postcards. All kinds of announcements, special offers, events, and even mini newsletters can be included in the design of a card.
As a result, they are extremely straightforward to track. Codes on the card or a note asking recipients to return the card are used to encourage them to do so. Tracking the success of your postcard campaign becomes easier with this feature.
Every mailing’s return on investment (ROI) can be calculated by looking at how many leads and revenues it generates.
Postcards are a quick and easy way to communicate. Your firm can get in touch with potential clients quickly thanks to the attention-grabbing title, eye-catching image, and concise message on postcards.
The bottom line is that a well-thought-out postcard campaign may be a huge success. If you avoid the pitfalls listed above, you will see a rise in plumbing and HVAC leads and sales. Your plumbing and HVAC firm will benefit from the strong postcard marketing strategy.