Without clear data, it’s nearly impossible to optimize your budget or make confident, data-driven marketing decisions. Unfortunately, many contractors struggle to measure direct mail performance, leaving them guessing.

Here’s how not to track ROI — and the best method that works.

1. Why Call Tracking Falls Short

At first glance, using a unique phone number for each campaign seems like a good way to track responses. But here’s the catch:

Most prospects don’t immediately call the number printed on your mailer. Instead, they’ll:

• Google your business
• Read online reviews
• Visit your website

When that happens, your tracking number gets bypassed — and the mailer gets zero credit.

Quick Tip: Call tracking is still useful for listening to conversations and evaluating call quality. But it should never be your primary method for ROI tracking.

2. QR Codes Are Great — But Limited

We do recommend including QR codes on your mailers — especially to promote online scheduling. It creates a sense of convenience and makes it easy for customers to book appointments.

However, QR codes only show you how many scans occurred. They don’t provide full transactional data — and don’t link back to revenue.

3. Relying on Customers to Tell You Isn’t Reliable

Even if you ask every single customer how they heard about you, you’ll often get inaccurate or incomplete responses.

Why? Because customers are exposed to your brand in many ways:

• A yard sign
• A neighbor’s referral
• A billboard or truck wrap
• A direct mail piece
• Your online reviews
• And more

Most customers will only mention the first thing that comes to mind — not the full journey. This leads to misleading or overly simplified attribution.

Final Thought

Direct mail is a powerful tool for your roofing, windows, or siding business — but only if you can measure its impact.

Matchback Reporting is the gold standard for ROI tracking. It’s simple, reliable, and based on actual customer conversion data — not guesswork.

Ready to stop guessing and start measuring?

Contact one of our direct mail experts today to learn how Matchback Reporting and address-based campaigns can help your business grow.

No pressure. Just proven strategies and clear ROI.

— Josh Davis

The post How Roofing, Window & Siding Companies Can Accurately Track Direct Mail ROI appeared first on Best4mailing.

This article is short, sweet, and straight to the point. We won’t dive into all the technical details of EDDM options like Retail vs. BMEU. Instead, we’ll focus on what you really need to know before deciding to use EDDM.

1. EDDM Targets Every Residential Address in a Postal Carrier Route

EDDM mailers are sent to every single residential address within the postal carrier routes you choose. A carrier route is simply the path your local mail carrier takes each day, and routes often include a mix of:

• Single-family homes
• Apartment complexes (MDFUs: Multi-Dwelling Family Units)
• Trailers
• Off Campus College housing
• Seasonal Addresses

Your roofing, windows and/or siding services are intended for homeowners, particularly those who own single-family homes, EDDM can lead to significant waste — because renters and apartment dwellers will never need roofing, siding, or window services.

Quick Tip: Just because an address is labeled a “Single Family Home” doesn’t mean it’s owner-occupied. Many of these homes are rentals. That’s why working with a real direct mail marketing professional is key. We help you analyze and select routes based on owner-occupied vs. renter demographics and other valuable data.

2. You Can’t Exclude Your Existing Customers

The EDDM program doesn’t let you remove specific addresses from any carrier route. That means your direct mail will be going right back to customers you’ve already served — wasting your marketing dollars.

Even worse, your new customer direct mail is designed to attract new business with first-time offers or messaging for new customers and it could alienate past clients.

You should never market to a past customer the same way you market to a brand-new one.

3. Using EDDM Makes Tracking ROI More Difficult

One of the best ways to track your return on investment (ROI) is through a “Matchback Report.” This report compares the list of addresses you mailed to against the list of new customers you’ve acquired, giving you clear insight into the performance of your campaign.

However, EDDM does not provide a list of specific addresses delivered to — making accurate Matchback Reporting virtually impossible.

With mailers that have a physical address on each piece, you can get a complete, trackable list of all recipients. This allows for transparent ROI reporting and smarter decisions about where to invest future marketing dollars.

The post Roofing Companies: Think Twice Before Using Every Door Direct Mail (EDDM) appeared first on Best4mailing.

Before we delve into practical strategies to overcome this challenge, you might be wondering, “Why should I even bother with coupons or special offers?”
The answer is simple. According to our latest consumer market research report, “Cracking The Code” a remarkable 76% of homeowners we surveyed said they would use a coupon for a home service provider. For a more comprehensive look at the findings and other valuable insights, be sure to download the full “Cracking The Code” report.
Now, let’s explore two straightforward tips that will help you develop a strategic and, most importantly, effective coupon or special offer strategy.

Example Offer 1: 

This coupon misses the mark for a few reasons. First, I’m quite certain that most homeowners don’t know what “SEER” stands for, so mentioning it like this won’t make sense to them. Additionally, the phrase “A/C Heating System” is confusing; I believe it’s meant to say “A/C OR Heating System,” but as it stands, it could easily lead to misunderstandings.
To steer clear of these and similar pitfalls, follow these two simple guidelines:

1.  Eliminate all technical jargon.
2.  Have someone outside the industry review the offer to ensure it’s easily understood.

The post HVAC Companies: Rethink Your Special Offers appeared first on Best4mailing.

Here’s why this matters: Many HVAC, plumbing, and electrical companies reach out to us about direct mail, but often the owners or marketing managers don’t fully understand how it works. This usually leads to requests such as, “I just want to try one mailing to see if it works; if it does, we’ll consider more.”

The issue with this approach is that running a single direct mail campaign and reaching prospects only once isn’t an effective strategy. A single attempt won’t reveal the true potential of direct mail for your business.

Effective marketing demands more than a one-off effort. No marketing channel can provide meaningful results from just one execution. While you may get some response from a single mailer, it won’t demonstrate the full effectiveness or potential of direct mail. To properly evaluate its impact, you need to commit to a consistent, well-planned series of campaigns.

So, what is the most effective strategy?

The answer will be different for every business and is driven by factors such as your specific budget, your specific capacity to handle new customers, etc. With that said, to start  you will want to implement a strategy that ensures you have a direct mail marketing program that touches your potential prospects a minimum of 3+ times with the ideal being 6+ touches.

To see an example of a direct mail marketing program that ensures multiple touches, check out our Annual Mailing Program. This fully customizable marketing solution is designed to provide the optimal number multiple touches, helping you maximize your ROI. Keep in mind that this example should be customized to your specific business’s goals and budget. The key is getting a plan and putting it on a calendar to ensure there is accountability to execute.

FACT CHECK:

Simply google something like “how many times does it take a prospect to see your ad before they take action” and you will see a plethora of different answers none of which are 100% definitive. However, what is definitive is that multiple touches are required. You will not find a marketer on earth that does not agree with that.  Next, ensure you use a variety of direct mail products when targeting the same prospects. For instance, combining paper postcards, postcard magnets, and plastic postcards creates a strong mix of impactful marketing pieces that will stand out in the mailbox and grab your customers’ attention.

However, while selecting the right direct mail products is crucial, the content, messaging, and offers included are arguably even more important. As you evaluate potential direct mail marketing partners, ask them specifically about their strategies and, most importantly, the reasoning behind them.

At Best4mailing, we understand the importance of getting to know the homeowners we target as potential customers for your HVAC, plumbing, or electrical company. To achieve this, we conduct thorough consumer market research.

For instance, our research reveals that 50% of homeowners surveyed nationwide don’t understand what HVAC companies do. This highlights the need for ad copy that speaks in simple, non-technical terms to effectively communicate with your audience.

Finally, as you explore the best marketing strategies for your HVAC, plumbing, or electrical company, keep in mind that marketing is an investment in future sales. Everything else you spend money on for your business  are merely expenses that marketing must pay for. This is why it’s critical you invest wisely and choose the right partner.

Josh Davis 

The post Should Your HVAC, Plumbing or Electrical Company Try Direct Mail marketing? appeared first on Best4mailing.

If so, make sure you call these convenient benefits out in your marketing and let your prospective customers know you are convenient to work with.
However, It All Starts With Scheduling A Service.

Allowing customers to conveniently schedule online is an important step in creating a great customer experience. With more and more consumers not wanting to pick up the phone, the convenience of having the option to schedule online is important and will appeal to all prospective customers. As we all know, the number of consumers who would rather schedule an appointment online has drastically increased in recent years.

When It Comes To Conveying That You Have A Convenient Way To Schedule Service On Your Direct Mail Marketing, Here Are A Few Powerful Tips.

1. Simply tell customers that scheduling service is convenient by letting them know they can either “Call Today” or “Conveniently Schedule Online”.

2. Provide a QR code that takes customers directly to your online scheduling tool. The key here is to have the right platform, such as AutoOps, that fully integrates with your shop management system. Not only does AutoOps provide a platform that allows customers to schedule live appointments according to your shop’s live calendar, but it can also provide valuable QR code insight to further enhance your marketing.

Interested in adding integrated online scheduling into your next mailer campaign?

The post Convenience is Key: How to Attract Auto Repair Customers by offering Convenient Ways to Schedule Service appeared first on Best4mailing.

With direct mail you can target the exact prospect you want, at their exact address with the ONLY MEDIA THAT GUARANTEES a 100% OPEN RATE and the highest attention rate of any media. Isn’t that the holy grail of marketing, being able to target the exact prospect  you want, at the exact time, with the exact message, and guarantee that they SEE IT.

This is exactly what direct mail delivers and just two of the many reasons that make direct mail so powerful when done right. Let me repeat that, when done right as there are so many things that will kill a direct mail campaign before it even begins. Furthermore, for most industries, direct mail is one of the easiest media to track response rate and ROI. Therefore, you can take if from does direct mail work to this is exactly how well it worked for my business.

With all that said, the reason behind asking the question “Does Direct Mail Work.” Boils down to either one or a combination of the following 6 reasons.

1. I have tried direct mail in the past and it just didn’t work.
2. XXXX told me direct mail doesn’t work. Often this comes from a digital marketing company trying to sell the direct mail or could be a friend or colleague has told them that direct mail doesn’t work.
3. I just don’t really understand marketing in general and/or do not understand the capabilities of direct mail and how it really works.
4. I just don’t think it will work for my business.
5. Let’s really break down each of these reasons and bring some transparency to the heart of the questions.
6. I’ve tried direct mail in the past and it just didn’t work.

If this is you, here are the important questions that need to be asked.

Do you know who and where your mailers were sent to?

There needs to be a sound strategy behind selecting the right areas and prospects to target. Nothing will kill a direct mail campaign more than a bad list and sending your mailers to the wrong prospects in the wrong areas.

Do you have a copy of your last mailer?

This is an easy checkpoint to identify If your direct mail marketing was designed properly both from an aesthetic perspective and content perspective.

If your direct mail marketing wasn’t easy to read, easy to scan, did not have a strong call to action, a compelling offer, contained technical jargon and did not include strategic ad copy that would resonate with your prospective customers, you might as well toss your money down the toilet.

How did you track and/or gauge the effectiveness of your direct mail response and ROI?

Tracking your marketing efforts and determining how customers are finding your business is arguably one of the hardest parts. This becomes even more difficult when deploying a multi-channel marketing approach.

I often hear that call tracking was used to a client’s direct mail response rate. Unfortunately, in 99.9999% of all cases call tracking is NOT an accurate method to track direct mail response.

The reason being is that many prospects who receive your mailer will go online, read reviews and call from the number on Google or your website. The minute a call is made from any number other than the call tracking number on your mailer, you have lost all accuracy.

Although call tracking will show some results and does have some merit, It will only show you those that called from the number on the mailer and is not inclusive or indicative of all calls made from the number on google or your website, thus making it grossly inaccurate.

However, for businesses such as Home Services, HVAC, Plumbing, landscaping, Power Washing, Construction, etc. Auto Repair, Dental Practices, Fitness Centers, Insurance, Financial, Education, etc. etc. etc. that acquire their customers address when they become a customer, it is very easy to attribute ROI.

This is done with a very simple report called a match back report. The match back report takes the new customers your business acquires after your direct mail marketing has been sent out and compares It to the list of prospects who have received your direct mail marketing matching back a detailed list of every new customer acquired that was targeted with direct mail.

Of course, it cannot tell you if your direct mail was the only reason,  they became a customer. For example, the direct mail got their attention but your website and google reviews is what pushed them over the edge. The latter you will likely never be able to solve for at scale and you could spend a decade determining if you want to consider it first, touch last touch, etc., but it surely does give you the ability to  attribute direct mail as one of the touches, if not the primary touch that got them to become a customer at your business.

For other types of business such as restaurants, retail, etc. that are not able to acquire a customer’s address at time of purchase, it is likely you will never know your exact response rate. In these cases, the best you can do is count coupons or try and track special offers with unique codes to tie them back to an offer directly from one of your mailers. Many suggest look at sales as a determining factor. As intuitive as those sounds, I have seen a customer who are getting a response and have declining sales due to operational issues.

XXXX told me direct mail doesn’t work.

First, we must ask, who is providing you with this information. If it is a company trying to sell you another form of marketing and they are bashing another marketing channel, then you should probably just disregard it and/or ask them to provide you with fact-based evidence to substantiate their claim as opposed to what they think or what they say they are seeing. I’d be willing to be they can’t provide you with anything accurate.

If it is a friend, family member or colleague, it can only have come their opinion or from an experience they have had in the past with direct mail. If it is opinion based and not fact based than it can be disregarded. If it is based on previous experience, ask them the questions above addressed above to uncover if they executed their direct mail campaign properly and/or accurately tracked their direct mail campaign results to substantiate their feedback.

I just don’t really understand marketing in general and/or do not understand the capabilities of direct mail and how it really works.

This is a fair concern. Most business owners and managers aren’t marketing experts. Even those business owner managers that do understand marketing or have some expertise may not be the authority on a specific channel of marketing like SEO, Direct Mail, etc. Therefore, it’s always a best practice to find an expert in that field and rely on them to help you.

The key is finding the right expert which is the biggest challenge. Fortunately using google can help make this process much more efficient. I recommend by starting by looking for companies that have expertise with your specific industry and have the google reviews to match.

I just don’t think it will work for my business.

You may be right about this concern. Direct mail may not work well for your businesses, or it may work, but you may be able to

get a much better ROI using another form of marketing. This can only be determined by consulting with a real direct mail expert.

For example, let’s assume you owned an auto body repair shop. I would not recommend direct mail as the best use of your marketing dollars and the most viable way for your business to acquire new customers.

The reason being is that the need for auto body repair cannot be determined by someone’s demographic or where they live and there is no direct mail list you can buy that breaks down vehicle owners that may need auto body repairs. A vehicles owners need for an auto body repair will typically be determined by a recent event or immediate need they have to repair  their vehicle.
A better use of an auto body repair shops marketing dollars would be better deployed to channels like local SEO, optimizing your google business profile, executing PPC. These channels will ensure you are optimized so that when a prospect has a need arise and they head to google to find a local body shop that yours is at the top of the list.

In summation, direct mail is extremely effective when executed strategically for the right type of business.

To learn more about how Best4mailing can help your business strategically acquire and retain more customers the right way. Contact us today.

The post Does Direct Mail Work? appeared first on Best4mailing.

1. Customer retention being one of the most important keys to growing a successful home services business.
2. Word of mouth referrals being the absolute best source of leads, providing a low customer acquisition cost and the highest close rate.

We know it’s an obvious statement that having a strong customer retention marketing plan proves critical to the success of any home services business. It’s impossible to build a successful home services company with a leaky bucket of customers, even when you are a Plumbing Company like Big B’s Plumbing (see what we did there)….?

Therefore, putting together a strong retention marketing plan should be a top priority for every business owner and/or marketing manager. With that said, we are going to let you in on a little direct mail retention marketing strategy secret that will take your retention marketing to the next level by also generating more customer referrals.

If it sounds too good to be true, don’t worry, it most certainly is not. It’s actually a very simple yet highly effective strategy that 99.9% of home services companies aren’t doing….YET.

So, how well did this strategy work for Big B’s Plumbing????

Big B’s Mailed a total of 8,637 direct mail plastic postcards. From the time the mailers were delivered in homes the week of 3/14-22 through the week of  9/14/2022 which is a 6-month period, Big B’s Plumbing Booked 69 jobs, 12 of which were brand new customers.

THE BEST PART OF THIS STRATEGY IS………….There is Absolutely nothing to lose by making one design/offer tweak adding a “Savings for a friend or family member” and increase the likelihood of referrals. That is the beauty and the simplicity as to how one minor tweak to your direct mail marketing can have a big impact on your results.

To view the full details as well as our other latest Home Services (HVAC, Plumbing & Electrical ) Consumer research click below to download “Cracking The Code” .

Josh Davis CRO

The post Home Services Direct Mail Retention Marketing Strategy appeared first on Best4mailing.

It seems quite logical that having an exceptional looking website with authoritative content is paramount to the success of your HVAC businesses being able to attract and convert prospects into new customers.

However, in today’s digital landscape, how necessary is having a website to attract new customers?

Further would potential customers trust your HVAC business, if you did not have a traditional website and instead opted to solely use social media platforms like Facebook and Instagram?  Let’s take a closer look into this topic and find out just how influential a website is in attracting new customers to your HVAC business.

Next, to gain further insights into whether consumers would trust a business without a traditional website, relying solely on social media platforms like Facebook and Instagram for online interaction,

We posed the following question to 2,000 consumers: 

Would you trust a business that DOES NOT have a website, but DOES have social media pages (ex. Facebook, Instagram, LinkedIn) ?

The responses were almost evenly divided, with a slightly higher percentage, 53% indicating that they would trust a business without a website but with social media pages. However, with nearly half—47%—of respondents stating that they would not trust a business without a website, it is evident that having a website is of critical importance.

After analyzing the data it’s even more compelling that your HVAC business to have an awesome website. There is zero downside to having a website and a tremendous amount of downside in not having a website. Based on our research if you don’t have a website 59% of consumers won’t even consider you and 47% of consumers wouldn’t trust your business.

Apart from the trust factor, there are several other compelling reasons to have a professional-looking website with relevant content, the most significant being the ability to be easily discovered on search engines like Google. Also connecting with existing customers, etc.

About the Authors 

Josh Davis
Josh Davis is an executive marketer, strategist, content creator and sales leader with a long track record of successfully helping small and large businesses acquire and retain customers through his expertise in direct mail marketing.

With over a decade of direct mail experience, he understands the marketing needs of small businesses, franchise networks, and corporate entities alike. Josh is currently the Chief Revenue Officer for Best4mailing.

Crystal Williams
Founder + Marketing Strategist + Resident Lady In Charge

With well over 15 years of marketing and employee engagement experience under her belt, Crystal has an out-of-the-box way of thinking that draws attention to her marketing strategies and community involvement. Her always enthusiastic attitude makes it easy to get excited and rejuvenated to grow service companies to their fullest potential. She is a devoted wife to her husband Ray, and a mom of two boys, Ray & Carter and loves to rock a bold lipstick.

With a passion for the Service Industry, Crystal grew up in the heating and air conditioning world with her family’s HVAC (And recently Plumbing!) business in east Texas.  She thrives on helping family owned and operated businesses grow to their potential and create superior company cultures with engaged employees.

Crystal is a 2005 graduate of Stephen F. Austin State University with a degree is communications.  In 2018, Crystal was selected as Service World’s Woman of the Year and was recently given the honor of “Top 40 Under 40” by AHR News! Her latest exciting news is she is now a board member for Women in HVACR! She continues to be heavily involved in both McWilliams and Son Heating, Air Conditioning, and Plumbing and her home service specific advertising and marketing company, Lemon Seed Marketing! Lemon Seed is a wholistic approach to helping contractors create, implement, and track successful marketing plans for their businesses and really build your brand. You can hear Crystal’s latest marketing rantings on the Lemon Seed podcast, From the Yellow Chair.

The post How Your HVAC Website Influences Your Customers appeared first on Best4mailing.

Furthermore, would consumers trust your auto repair shop, if you did not have a traditional website and instead used social platforms like Facebook and  Instagram to connect with consumers online?

Next, to gain more insight on whether consumers would trust your business, if you did not have a traditional website and instead used social platforms like Facebook and Instagram to connect with them online,

We asked the same 2,000 vehicle owners the following: 

Would you trust a business that DOES NOT have a website, but DOES have social media pages (ex. Facebook, Instagram, LinkedIn) ?

The results are almost split down the middle with a slightly higher percentage 53% of consumers reporting they would Trust a business that does NOT have a website but does have social media pages.

However, with nearly half 47% reporting they would not trust your business, it is clear having a website is critical. I cannot think of any business owner that would decide not to have a website, knowing that 46% or almost one of out every two potential customers would not trust your business otherwise. In addition to the Trust factor, there are many other even more compelling reasons to have a professional looking website with the right content, with the biggest being simply found on search engines like google.

The post How Important is Your Auto Repair Shops Website to Attracting New Customers? appeared first on Best4mailing.

Hello auto repair shop owners and managers. My name is Josh Davis, Chief Revenue officer here at Mail shark.

If you are thinking about using direct mail or currently using direct mail to acquire and retain more customers for your auto repair shop, there is one very important report that is critical to the success of your direct mail campaigns, called a penetration report.

Penetration reports are the most important report you will use with direct mail marketing, because they leverage your shops customer data to help strategically select the best areas to target new customers. Sending your direct mail marketing to the wrong areas is the quickest way to kill your response rate and waste your precious marketing dollars.

However, over the years we continuously experience a lot of confusion from shop owners understanding the difference between penetration reports they have received from other direct mail companies in comparison to penetration reports run by Best4mailing. There is one  specific difference that IS CRITICAL in understanding how to properly evaluate penetration report day.

With that said, my goal with this article is to bring transparency to the following: 

1. Provide a clear understanding as to the importance of utilizing penetration reports and how to use them properly.
2. Provide you with a detailed explanation to the one key difference in the way Best4mailing runs our penetration reports, compared to how other companies run their reports. It is very important you understand the difference as I have seen first-hand how causes confusion.

What Do Penetration Reports Do?

Now that you understand what a carrier route is, a penetration report takes your current active customers and appends them back to the exact carrier routes that each of your customers live in.

Appending each customer back to the exact carrier route, gives us the ability to:

1. Determine the distance that most customers are willing to travel to your shop. Once this perimeter is established, we can ensure to never target prospects beyond these points.
2. Determine how many houses within each route that you have customers. This is where the “penetration comes from” as we take take the number of addresses in the route and divide it by how many houses you to determine the % of penetration into each route to gauge how well you have done acquiring customers in each route relative to other routes.

For example: 

If there are 500 houses in a carrier route and you have 1 customer each in 50 of the houses, then you have a 10% (50 houses with customers/500 houses = 10%) penetration in that route.

With both these pieces of information, as state above we can begin to strategically help select the best carrier routes to target new customers in. Whether that be continuing to target routes you have the highest penetration of customers or targeting other routes with similar distance and or demographic makeup, to see if we can increase penetration in those routes.

As a bonus of this process, since we already have our client’s current customer database needed to run the penetration report, we can use that same customer data to suppress their shops current customers from their mailing, so they aren’t sending a new customer acquisition mailer to customers that are already actively coming to their shop, if they of course want them removed.

Now to The Key Difference In Reporting You MUST UNDERSTAND!

Now that you hopefully have a clear understanding of what a penetration report is and why they are so critical, it’s important to understand the key difference in how many companies run their penetration reports as compared to how we do things here at Best4mailing.

To illustrate this difference, let’s look at the example below:

The example below is how MOST direct mail companies analyze and calculate their penetration reports….

Let’s assume there was a carrier route with 10 houses just for this example. Of course, this would never happen as carrier routes have hundreds of addresses in them, but to illustrate the main point bear with me on this fictitious route has 10 houses in it.

Now let’s assume an auto repair shop has one customer each in 5 different houses.

Based on a penetration report, this would mean that you have a 50% penetration in this carrier route.

This leaves 5 homes that you do not have a customer in that are potential targets.

This is where all the confusion stems from and it stems from companies computing their penetration reports using the total number of customers a shop has in each route as compared to using the number of houses, they have a customer in.

If that sounds confusing, it’s because it is. To bring clarify you must understand that a carrier route counts the number of houses inside each route e.g. There are 10 houses in our example route, it does NOT count the number of people living in each house, which there is no way to ever know this number.

Again, a carrier route counts the number of houses inside each route NOT the number of people living in each house.

Therefore, you cannot look at and compare the total number of customers you have in a route to the number of houses in that route. When this is done, it skews the % penetration as illustrated in our example with a 100% penetration yet only 5 of the 10 houses have customers living there.

The correct way to run a penetration report is to take your customer list and remove any customers that live at the same address to only leave one customer per household. This will allow us to compare number of houses in each route to number of houses you have a customer in giving us an accurate household penetration. Accurate penetration report with multiple customers living at the same address removed providing an accurate picture of penetration which is 50% meaning there are still 50% of the houses in this route that you have not acquired a customer in and penetrated.

In summation, how you want to analyze your shops customer data is entirely up to you. Feel to run the numbers and metrics how you best see fit that is entirely up to you. My goal was to merely bring transparency to the numbers.

Expert Tip:

One of the biggest issues with penetration reports is bad customer data out of your CRM. A penetration report can only analyze valid and standardized USPS addresses. Unfortunately, most shops have bad customer data that is either missing an address entirely or has an incorrect address that cannot be validated.

Bad records like this skew your penetration report data as they are not able to be included in your penetration report.

Ask you direct mail partner to provide you with a list of bad records so that you can have your service advisor or other team members work to correct this data. Not only will it help create a more accurate penetration report it will help with any customer retention direct mail service reminder cards you may be sending.

Contact one of our auto repair direct mail marketing experts to unlock the power of your data. for your complimentary penetration report analysis.

Josh Davis

The post Auto Repair Shop Penetration Reports appeared first on Best4mailing.