Don’t assume that your direct mail marketing partner knows your industry and has worked with HVAC, Plumbing and Electrical companies like yours. During your consultation with whomever you are considering, pay close attention to see if any of the below points are discussed.  

A good mantra to go by is trust but verify.   

In no specific order, below are 6 tips you need to ensure your direct mail marketing partner is aware of and addressing when consulting with you about targeting new residential prospective customers for your specific home services business. 

2. CUSTOMER SUPRESSION

Make sure you discuss removing your current customers from your new customer acquisition direct mail marketing. You current customers should not receive new acquisition direct mail marketing, they should be setup on a customer retention marketing plan, with a different message.  

4. THE RIGHT OFFERS

Make sure your direct mail marketing partner consults with you on what offers to run and has a strategy behind their suggestions. Having the right coupons/offers can make or break your direct mail marketing results.  

The most glaring example of a good vs bad offer is the Furnace Tune-Up offer. By editing the ad copy on the standard furnace tune-up offer, to be easier to understand and to include the benefits of a furnace tune-up,  it is possible to increase interest in your offer by up to 74% based on our consumer research found in “Cracking The Code.”   

Below is an example from our consumer research.  

The full results of this consumer research example can be found in “Cracking The Code.” We highly recommend you download a copy today for this as well as many other game changing consumer insights.

6. PERSONALIZATION

Make sure your graphic designer discusses personalizing your direct mail marketing. Whether that 

be with an image of you, your team and or a picture of one of your vehicles, personalization will resonate much more with consumers as compared to pictures of HVAC equipment. 

To learn more about how we strategically help Home Services, HVAC, Plumbing and Electrical companies get the best response with their direct mail marketing by addresses each of the 6 points above as well as many others in conjunction with proven direct mail marketing best practices contact one of our expert home services direct mail marketing experts today.  

The post Home Services 6 Quick Direct Mail Tips appeared first on Best4mailing.

As a direct mail marketing professional, I know having a strong offer on our client’s direct mail marketing in the form of a coupon or special is a major catalyst to entice new customers to try their establishment for the first time as well as getting current customers to come back and become loyal repeat customers. 

However, when speaking to many of our clients, it can be difficult for them to understand that offering a small discount is well worth it when comparing the discount amount to their customers lifetime value. Your customers lifetime value is the amount of money a customer is expected to spend at your business during the entire time they remain a customer. You can easily google “customer lifetime value” and read endless articles on the topic. 

Furthermore, there is still a misconception as to who uses coupons. For example, we often here from our clients in areas with higher incomes, that wealthier people aren’t looking for coupons or that their clients wouldn’t be interested in a coupon. 

 Of course, we know this is not the case based on previous data and many studies that have been done in the past. However, we wanted to refresh the topic with current relevant data and find out how many wealthy consumers use coupons compared to those with lower incomes. Furthermore, we wanted to see if and how these numbers changed based on the product/service being offered. E.g., Are more consumers using coupons for pizza than for auto repair service, HVAC services, etc. etc.  

Therefore, we decided to take four industries (in no specific order) Auto Repair, Pizza/Restaurants, General Dentistry & Home Services (HVAC, Plumbing & Electrical) and conduct our own research to get the answers and provide updated current data to the old question. 

Below we will cover our key findings by industry. If you would like to dive deeper into our survey methodology, how we conducted our survey, parameters to be included in our survey as well as more details regarding these and many other key findings, we have provided a link at the bottom of this article to each specific consumer research and insights report entitled “Cracking The Code.” Cracking The Code is our full industry specific consumer research and insight report that answered these questions to consumers in addition to many others.  

Home Services (HVAC, Plumbing, Electrical) 

We asked 5,818 homeowners: 

 If you received a coupon/special in the mail from a reputable home services provider offering a discount on services and/or product you need, would you use it? 

Results based on income:

Dental: 

We asked 5,842 consumers: 

If you received a coupon/special offer in the mail for dental services that you need, how likely are you to redeem that offer?

Results based on income:

As you can see based on each industry we analyzed, the consumer interest in coupons is high regardless of income and in many cases, those with higher incomes have reported they would use coupons more than those with lower incomes.  

The only outlier to this happens to be in the restaurant/pizzeria industry. Although over 50% reported using coupons for their favorite restaurants, this is the only industry analyzed where respondents with higher incomes reported less usage of coupons/specials than those with lower incomes. 

So quite simply it appears that some of the wealthier demographics are more interested in using coupons where the savings are greater. All in all, the answer to our original question is a resounding YES consumers use coupons and YES consumers with higher incomes use coupons. The challenge for you now is to develop a strategic coupon campaign that will appeal to the market you are targeting.  

Below you will find links to each industry specific consumer insight report that not only contains the details of our coupons research above but is chalk full of other key insights that will help you better understand the consumers you are targeting as prospective new customers.  

 Josh Davis, CRO 

The post Who Uses Coupons? appeared first on Best4mailing.

• With every incremental decrease in your google rating, you are losing prospective customers.
• If your google rating is below 4 stars, 68% of homeowners will not consider your Home Services company.
• Quickly addressing negative reviews is the best way to resolve and potentially reverse them.

It’s no secret that having high ratings on review sites such as Google is critical to attracting new customers. However, what isn’t as clear is at what rating customers will be deterred from exploring your company as an option for service.

To find out, we asked the following of 5,818 homeowners:

Based on a Google rating system of 1–5 stars (1 being lowest, 5 being highest), which of the following applies to you? I would only use and trust a home services company with a Google rating of ___ or higher.

If your home services business has a Google rating below 4 stars, 68% or approximately 2 out of 3 consumers will not consider using your company.

Recommendation

Quickly address and respond to poor reviews and work diligently to correct issues as soon as possible. If you can correct and or resolve the issue with the homeowner who has left a negative review, make sure you immediately ask them if they wouldn’t mind going back to update their review based on the new outcome. Your future business could depend on it.

Download Cracking the Code Home Services Today To learn More About Your Customers

And To Access All Our Latest Consumer Research And Insights.

The post When Your Google Rating Can Hurt Your Home Services (HVAC, Plumbing, Electrical) Company appeared first on Best4mailing.

Key Takeaways

• Providing enough clear context will ensure the average consumer understands your message.
• Tune-up the furnace/ac tune-up coupon with additional context and benefits.
• Minor content updates can have a significant impact on your marketing message.