4 Effective Hooks for New Mover Direct Mail
According to the most recent U.S. Census Bureau statistics, about 40 million Americans move every year. New movers are people who represent one of the most potentially valuable segments in life event marketing. They’re ideal customers, blank slates if you will, who are in the market for a dizzying variety of goods and services that can help them feel comfortable in their new house and neighborhood.
So, as a direct mailer, once you have up-to-date and multi-sourced mailing lists ready to go, how do you target this audience? How do you establish a relationship and begin building customer loyalty?
What prompted these questions is that quite a few of my relatives and friends have been on the move lately. I’ve been following how marketers have reached out to them as they settle in to their new homes. Based on some of those samples they shared, and some from Who’s Mailing What!, here are a few ideas on how to engage the attention of these prospects when they’re most ready to buy.
1. Offer A Discount
Many marketers entice movers with savings offers, from Bed Bath & Beyond, DIRECTV and IKEA, to Burlington Coat Factory, Budget Blinds and Crate & Barrel.
Three 15 percent off coupons were spot-glued to an inside fold, one for each of the company’s three brands (Pottery Barn, Pottery Barn Kids, PB Teen). They can be redeemed at their brick-and-mortar retail locations, online and over the phone.
Along with sister brand West Elm, Pottery Barn also mails out the most recent version of its catalog to movers in a big envelope. Along with a personalized welcome letter, a discount coupon is included.
2. Tap Into Emotion
The big seven emotional copy drivers in marketing — guilt, flattery, anger, greed, exclusivity, fear, salvation — make people act. Greed’s an easy one to pick up on, as in this example from GEICO.
Think about it. An attractive lawn and yard are often considered an important part of one's status and comfort in a new home. People want to keep up with the Joneses.
TruGreen mailed a variation on one of its typical mailings promoting its lawn treatment services. The front panel of the self-mailer shows a woman peering over a brick wall with the caption "I wish my new lawn could look like my new neighbor's lawn. I better call TruGreen."
3. Provide Content
New homes sometimes need new furnishings. Raymour & Flanigan, a retail furniture chain, mails the “Furnishing Your Style” design magazine several times a year. It keeps the brand top-of-mind with content that focuses the reader on how its furniture can be used to center or complement their home decor.
This is a 16-page mini-version of this publication that specifically targeted new movers.
Following a welcome spread introducing the store to the new mover, the rest of the brochure consisted of tips from designer Kristan Cunningham on matching color and space considerations with the right table, chair, or sofa. The mailer included coupons for significant savings on a purchase, and a map showing the nearest store’s location.
4. Make It Easy to Respond
New customers can use a tangible device like a coupon or gift card to take advantage of an offer. No argument here with that tried-and-true approach.
But for new movers targeted by Philadelphia-based Chestnut Hill Hospital, responding was as simple as using their phone. It mailed a single postcard with a call-to-action that included both a pURL and a QR code.
Scanning the QR code leads the recipient to their pURL. The landing page on the hospital’s website is mostly a short welcome letter. A button at bottom that leads to a form with all of their information pre-populated. Providing further data — on their household, insurance coverage, and email address — was rewarded with a digital thermometer.
When you consider that movers are a very motivated group of customers, with lots of money to spend at a time when brand switching is likely, the importance of using the right data and targeted offers, is clear.