Navigating the Non-Profit Mailing Landscape with Precision and Purpose
In the world of non-profits, direct mail remains a cornerstone strategy for engaging donors and driving support. In this blog, we’ll break down the essentials of non-profit mailing, giving real-world examples to help organizations make the most of their campaigns. Whether you’re a seasoned pro or just getting started, read along as we explore the strategies and tactics that can help your non-profit mailings make a real impact.
An Introduction to Direct Mail for Non-Profits
Direct mail offers a tangible way to connect with donors and drive fundraising efforts. Unlike digital channels, a well-crafted piece of mail can stand out and create a personal touch that resonates with supporters. Despite misconceptions about its cost and environmental impact, direct mail can be both cost-effective and eco-friendly when used strategically. By debunking these myths and integrating direct mail into a multi-channel marketing approach, non-profits can effectively engage donors and further their missions for positive change.
Understanding Your Donor Base
Understanding your donor base through effective segmentation is a non-negotiable for successful non-profit mailings. Donor segmentation allows you to tailor your messages and appeals to resonate with different segments of your audience. By leveraging donor information effectively, you can create personalized communications that speak directly to donors’ interests, motivations, and giving behaviors. This approach not only increases the relevance of your mailings but also enhances donor engagement and loyalty.
When it comes to types of donor segments, consider demographics like age, location, and giving history; psychographics such as values, interests, and lifestyles; and behavioral factors like donation frequency, preferred communication channels, and response to past campaigns. Understanding exactly who you’re mailing to will help you craft messages that are more targeted and compelling, driving better response rates and long-term giving.
Painting a Meaningful Picture
Compelling non-profit mailings often combine storytelling, emotional appeal, relevant imagery, and a clear demonstration of impact. Sharing stories of individuals or communities positively affected by your organization’s work can create an emotional connection with donors. Pairing these stories with tangible examples of impact shows donors the real-world outcomes of their contributions, motivating them to continue supporting your cause.
Writing persuasive copy for non-profit appeals requires careful attention to language, tone, and the call-to-action. The language should be clear, compelling, and aligned with your organization’s mission and values. The tone should strike a balance between being heartfelt and informative, engaging donors without overwhelming them. And a strong call-to-action guides donors on the next steps they can take to support their cause, whether it’s donating, volunteering, or attending an event.
- With that in mind, personalization plays a vital role in enhancing the effectiveness of non-profit mailings. Personalized, data-driven communications make donors feel valued and understood, increasing the likelihood of their engagement and support. Creative ways to personalize mailings include using variable data printing to customize content based on donor information and giving history and incorporating personalized URLs and QRs that lead donors to personalized landing pages or donation forms.
Postal Regulations and Tax-exempt Status for Non-Profit Mailings
Understanding postal regulations specific to non-profit mailings ensures that your campaign(s) meet the necessary guidelines for discounted postage rates and efficient delivery. It’s essential to stay updated on any changes or requirements to avoid delays or additional costs. Tips for ensuring compliance include verifying your organization’s tax-exempt status with the IRS, using approved indicia and mailing formats, and adhering to size and weight restrictions. By staying informed and following these guidelines, you can maintain compliance in your non-profit mail campaigns and maximize the benefits of postal discounts.
Assessing the Success of Non-Profit Mail Campaigns
Measuring the success of non-profit mail campaigns requires tracking important metrics like response rate, conversion rate, and return on investment (ROI). These metrics will give you an idea of how well your mailings are performing and the effectiveness of your fundraising efforts. A higher response rate indicates better engagement, while a favorable conversion rate signifies successful donor actions, such as donating or volunteering. ROI helps assess the overall financial performance of your campaigns.
Keep in mind that after analyzing the results, it’s crucial to iterate and refine your strategies for continuous improvement by monitoring these key metrics and making data-driven adjustments. And if this isn’t something you feel comfortable doing in-house, make sure you align yourself with a direct mail provider that can provide actionable and tangible campaign analytics.
Cost-Saving Strategies for Non-Profit Mailings
When planning your budget, consider all aspects of your campaign, including design, printing, postage, and tracking. Setting a realistic budget upfront can help you prioritize expenses and make informed decisions throughout the campaign.
Cost-saving techniques can greatly impact your campaign’s bottom line. Utilizing bulk mailing discounts can result in substantial savings on postage costs, especially for larger mailings. Print-on-demand services allow you to print only what you need, reducing waste and storage costs. Additionally, negotiating with vendors for discounts or seeking sponsorship for specific campaign components can further stretch your budget. These cost-saving methods can help you maximize the impact of your non-profit mailings while staying within budgetary constraints.
A Few Parting Words
By understanding your donor base, staying compliant with postal regulations, measuring key metrics, integrating with online fundraising, and budgeting wisely, you can create impactful and cost-effective mail campaigns for your Non-profit organization. At Strata, we specialize in helping non-profits elevate their direct mail marketing strategies to reach greater success. Whether you need assistance with donor segmentation, creative design, or cost-saving techniques, our team is here to support you every step of the way.
Contact us today to learn how we can help you make a lasting impression with your donors through our direct mail marketing services.
and How and When You Should Use Them
There are many types of mailers, and one format among them that’s been hitting our mailboxes for decades is the “self-mailer”. It’s tried and true for many reasons – primarily because it’s sans-envelope, but we’ll get more into that later. Read on to better understand what the self-mailer is as well as when (and why) it’s used.
What is a “Self-Mailer”
The term “self-mailer” refers to any promotional mail piece that doesn’t require an envelope for delivery. These versatile marketing materials come in various formats, ranging from postcards to folded brochures, accommodating a diverse range of promotional content. The simplicity and convenience of self-mailers make them a popular choice for businesses aiming to effectively engage their audience. Whether it’s a postcard, bifold, trifold, brochure, catalog, booklet, or any other creative format, the self-mailer allows for direct communication with recipients without the need for additional packaging. This accessibility makes the self-mailer a cost-effective and efficient option for spreading information, capturing attention, and conveying messages to the target audience(s).
Top Benefits of the Self-Mailer
The self-mailer offers practical advantages that often makes it a sensible choice for marketing endeavors. Here are a few:
Impactful
Possibly the most notable key benefit? Its immediate impact! Without the confines of an envelope, the self-mailer catches the eye right away, instantly delivering your message right out of the mailbox and increasing the likelihood of recipient engagement. Plus, the straightforward visibility of product offers adds to its effectiveness.
Cost-Effective
Creatively, self-mailers provide flexibility without unnecessary costs. Businesses can experiment with different formats and designs, ensuring a visually appealing presentation without straining budget. Their cost-effectiveness (especially postcards that mail at a reduced rate of $0.39 per piece) make them an economical option for businesses looking to optimize outreach without breaking the bank.
Automation-Friendly & Practical
The suitability of self-mailers for event-triggered and automated campaigns can simplify the marketing process and fit well into the customer journey. The incorporation of variable printing can allow for a personalized touch without added complexity. Lastly, self-mailers are especially practical for larger campaigns, as they eliminate the extra step of envelope insertion, streamlining the mailing process.
When to Use (& Not to Use) Self-Mailers
Choosing when to use or avoid self-mailers depends on various factors. As touched on above, self-mailers are an ideal choice when cost-effectiveness is a priority, as they’re cheaper than multiple pieces and envelopes. Their eye-catching nature makes them stand out, especially when they include interesting colors, unique designs, intriguing folds, great photography, and are made up of quality and/or unique paper. A well-crafted self-mailer with a compelling call-to-action (CTA) effectively encourages recipients to hang up the piece or remember it for later. Lastly, you may want to consider using a varnish coating on the self-mailer to protect it from the rigors of USPS handling.
However, it’s important to exercise caution if your mailer includes private or proprietary information. Including this type of content on a very visible piece may lessen customer trust and credibility, as self-mailers are often perceived as more promotional and less personal. For established customers who prefer more personalized outreach, or pieces that include private customer information, the use of an envelope might be more appropriate.
Additionally, offices and facilities sometimes screen self-mailers and assume they’re merely sales pitches, so enveloped mail is more often the better choice when sending to those settings.
For a more in-depth look at the difference between postcards and letters, read our blog comparing the two.
Generally, the self-mailer is a cost-effective and attention-grabbing tool, and its versatility makes for an excellent addition to many marketing campaigns. Looking for help creating your next self-mailer, or hoping to bring in more direct mail ROI? Contact our team today.
A Strata YouTube Original Series
In a highly digital world, direct mail remains a powerful way to connect with your audience. In fact, print is a great way to keep your customers connected by breaking up your digital campaigns with the physical! In Strata’s latest YouTube video, we sit down with Rob Krischker, one of Strata’s Strategic Sales Representatives, as he answers several frequently asked questions surrounding direct mail marketing and talks through how it can enhance your future marketing campaigns. See below for a snippet of the full YouTube video…
Does direct mail still work?
The short answer is…yes, of course it does! The biggest reason is because it always has and still delivers a measurable return on investment.
When is the best time to send direct mail?
Some things to consider are your goals, busy seasons (for you, your competitors, and others sending mail), and any time sensitivity surrounding your mail.
How do I decide on a direct mail size & fold?
This also heavily depends on your goals. But, at the very least, I’d recommend a size, fold, and dimension that stands out from a #10 envelope (which is the size and format of most of your mail).
In the full interview, Rob answers the questions above in more depth, and covers the following questions:
- Who should I be sending my direct mail to?
- What’s the difference between direct mail and junk mail?
- What’s a key part of direct mail that’s becoming more important each year?
- Why would I choose direct mail over just email, digital ads, or other digital tools, and what’s the value of including direct mail in my multiple touch points?
You can view the full interview by clicking the image below. Also, feel free to explore our blog for other direct mail tips and stats!
If you’ve got any additional questions or want to connect with our experts, contact us today and we’ll help you make smart happen.
How to Understand & Improve Your Print Mail Campaigns
We’ve said it before – direct mail is a powerful tool. Whether you’re trying to connect with Gen Z or Baby Boomers, almost anyone and everyone can be persuaded by its effectiveness, if well-executed. So, how do you determine if your direct mail campaign is working? Let’s discuss some measurements of direct mail success…
Response Rate
Direct mail response rate is, simply stated, the percentage of people who respond to physical mail pieces (which could be postcards, letters, flyers, dimensional mail, and so on). Responses could come from things like website visits through QR codes or URLs, business reply cards (BRCs), or even coupon code uses and coupon scans. Response rate can help determine which part(s) of your direct mail marketing campaign are working, and what areas need improvement.
To calculate the direct mail’s response rate, use the formula:
Response Rate = (Responses / Mail Pieces) x 100
Let’s look at an example of equating response rate. Let’s say you send out 1,000 pieces of mail advertising the grand opening of your new grocery store, and you receive 30 responses. You’d determine your response rate using the following formula:
(30 responses / 1000 pieces of mail) x 100 = 3%
Keep in mind, the average response rate of direct mail falls between 2.7% and 4.4%, so don’t be deterred by seemingly “low” numbers. To best ensure you’ll be able to calculate and understand response rates, make sure each direct mail piece has a clear call-to-action (CTA). Whether that’s a special offer, coupon, or link to a landing page, it’s important to include identifiable URLs that you can easily track – like UTMs, PURLs, or specified QR codes. Or, make sure they can easily respond via a business reply card. This ensures that, even if the recipient doesn’t take full action, you’re aware of whether they made action at all, if you sparked their interest, and if you’ll possibly remain on their radar.
The call to action (CTA) is the driving force behind a successful landing page. It propels users to act, with phrasing such as “don’t miss out”, “learn more”, “click here”, and so on. Landing pages should be designed with a single, concise call to action. Too many calls to action can create confusion, so again – stick to just one powerful, action-oriented verb that leaves no room for ambiguity. What you want the user to do should be simple and clear.
Return on Investment (ROI)
To calculate the direct mail’s return on investment, use the formula:
ROI = (Net Income / Expense) x 100
Let’s say, for example, you spend $5,000 on postcards. You find that the mailing brings in $15,000 in revenue. If you subtract the initial cost of $5,000 from the revenue of $15,000, you’ve made $10,000 in revenue. To calculate ROI in this instance, the equation would be:
($10,000 / $5,000) x 100 = 200%
So, you’d have an ROI of 200%!
And, if you’re looking to get some help calculating ROI, you can plug the above information into USPS’s ROI Calculator.
Conversion Rate
With the inclusion of CTAs in your direct mail pieces, you’ll be able to track conversion rate. Conversions are often purchases – but that’s not always the case. Sometimes, conversions are things like rewards program signups, app downloads, or referral requests. Either way, to determine your conversion rate, look at the number of people who responded to your mail in comparison to those who became customers (or signed up/downloaded the app/requested a referral).
To calculate the direct mail’s conversion rate, use the formula:
Conversion Rate = (Conversions / Responses) x 100
For example, let’s say 30 people responded to your postcard, and out of those 30, 6 people downloaded your company’s mobile app (the conversion in this case).
(6 downloads / 30 responses) x 100 = 20%
Your conversion rate comes to 20%. Plus, you now know which customers to continue to build relationships with and can (likely) turn them into returning customers.
Monetary Return
To determine the monetary return of each of your touchpoints, you’ll need the following information: sale price, number of mailings, response rate, and conversion rate. As noted above, response rate measures the number of recipients who responded to the direct mail piece, while conversion rate takes the percentage of people who converted.
Ways to Increase Campaign Effectiveness
Now that you can calculate your direct mail’s success, how do you increase it? We have a few recommendations to ensure you’re creating and sending ROI rich direct mail.
Tracking & Attribution
Understanding the health of your direct mail campaigns is easier with first-person information. As stated above, when designing your mail pieces, be sure to include QR codes, PURLs, a phone number, or another easy-to-follow CTA. Not only are you establishing trust between the recipient and your brand (by giving them the power to respond on their accord), you’ll also be able to track which recipients (and how many) are responding.
Design Compelling Pieces
It’s no secret that people love good design. It’s important to keep that in mind when crafting your direct mail. Keep your messaging short, sweet, and to the point, while creating a sense of urgency – don’t overflow the piece with too much content. If a piece would look and possibly perform better on a postcard than in a letter format, think through various shapes, sizes, and textures. Most importantly, use market research or previous data (if you have it) to understand and use what your customers best respond to.
Know Your Audience
Understanding the geographics, demographics, as well as psychographic behaviors of your target demographic is imperative to the details of your campaigns. The more information you have on your customers, the better you can reach and speak to them.
For example, let’s again say you’re conducting a grocery store grand-opening campaign. You’re aware your new neighbors are primarily millennials. So, you send postcards announcing the grand opening and include a redeemable coupon (that can be used online via QR code or in-store via postcard scan). Additionally, you include photography that best matches the demographic background of your target recipients. You’ve provided these highly tech-savvy millennials with two ways to access the deal, while still encouraging them, and those less inclined to visit online, to come into the store.
Looking Ahead…
Direct mail continues to provide valuable customer and marketing insights and can be a key player in your multi- and omnichannel campaigns. Even as the digital landscape continues to evolve, heavily due to privacy policies and laws, mail proves to be an effective outlier. And, it’s even more successful if it’s done well. If you’re looking to get started with direct mail, want to discuss the measurements above, or just want to talk more about marketing campaign options and tactics, connect with Strata’s experts today.
To Ditch the Envelope?
Envelopes are Down 15%, While Postcard Usage Increases
Between 2013 and 2021, we’ve been observing a trend of companies using less envelopes – an average of 15% less, to be exact, while postcard usage has steadily increased. “We’re seeing marketers changing how they campaign – with less pieces and copy,” along with less space to market. Furthermore, when it comes to word count, “over the last 20 years…direct mail copy has (shortened) by 62%“. This has meant shorter sentences, shorter and fewer paragraphs (if any), and less bullet points across both postcards and enveloped letters. What this has also meant? Marketers and businesses alike have learned to only use the information that customers want and need, not all the information. Plus, with the paper shortages we’ve suffered from in the past few years, why use more when you can use less?
Why Postcards?
Besides getting the same message across with fewer words and less paper, postcards are also much more cost effective than enveloped mail – especially in larger quantities. Why? Postcards weigh less. Even at a few cents less, when you’re printing and sending in the hundreds or thousands, a few cents per piece really adds up!
With postcards, recipients are also more likely to see your message, and see it right away. They don’t have to find an envelope cutter, risk a paper cut, or tear anything open. It’s all right there. Plus, carefully and well-crafted postcards will get to the point right away, give the viewer the information they want and need, and tell or show the viewer exactly what they want them to do (by way of a good call to action). Also, think about it – a postcard with exciting and enticing information among a sea of white envelopes can easily draw attention.
Postcards are also highly scannable. They’re easily embellished with a QR code or barcode that can lead to web pages, more information, deals, videos – you name it! They’re like mini, low-cost billboards, and are even more effective when they lead to fillable customer forms and/or premium giveaways.
We’re Not Writing Off Envelopes (…See What We Did There?)
Of course, there are times where a letter is the better option (for instance, to contact or write from more professional businesses or send important B2B mailings), and there are other times where a postcard is the better option (for first-time outreach, or to provide discounts, deals, and quick offers, just to name a few), but it’s always good to think before you send, either way. Make sure you know what and why you’re sending before choosing your medium.
Not sure which is best for your audience, or thinking about switching to sending high-quality, ROI-producing postcards? Contact the direct mail and digital marketing experts at Strata.
to Maximize Results
Creating an effective, ROI-producing direct mail marketing campaign takes a lot of data, brainstorming, predicting, strategizing, and moving parts. This includes the timing of when to (or not to) send out your campaign. Timing is one of those things that can truly make or break success, so it’s important to put effort and thought into it. Unsure where to start when it comes to deciding on timing? Don’t worry – we’ve compiled some of the best tips and tricks to deciding direct mail campaign timing, so that you can limit your research time and efforts – and focus more on the success of your campaigns.
Anticipate Your Busy Season
Anticipating your busy season is key to launching a successful mail campaign, but when exactly is your busy season? Well, that’s up to you to interpret – since you know your business best! No matter what time of year you determine is your busy season, it’s beneficial to send your direct mailers before it starts. This allows time for people to receive the mail, in case of any delay, and check out your business ahead of time. By sending your mailers before your busy season, you can also highlight seasonal deals you will be offering, such as those around Back-to-School, Christmas, Black Friday – you get the picture.
For example, say you want to promote a deal going on in November. Aim to get mail in front of people by mid-October (at the latest). On the flip side, if you’re trying to sell more generic summertime items, you’ll want to send the mailer during the winter to get people thinking about buying in advance, before the warmer months. By doing this, you can appeal to new customers and re-invite the existing ones to continue to come back, all before your competitors are able to reach your target audience. With an early send-out, you can focus on gaining and retaining customers without the hassle of last-minute marketing.
Stop and Think – is My Mailer Time-Sensitive?
If your business has strict deadlines (such as promotion timing or year-end sales goals), remember that you need to leave time for your mailer to be designed, printed, mailed out, and received by customers. The faster you can accomplish (most of) these tasks, with the exception of design (which should be well thought-out and action-oriented), the better the outcome of your campaign. It’s best to get your mailers out as soon as possible, think 6-8 weeks prior to the end date of your campaign. As we said above, this not only allows customers time to receive your mailer, but also to consider your offer and act on it. If you’re working with a direct mail marketing company, make sure to check and see if they can get it done in a timely manner. This will ensure you have the best success rate possible.
You may be asking yourself: what would be considered time-sensitive? Typically, things like coupons and general promotions that have a hard-set end-date and need to be planned and carried out carefully are “time-sensitive”. The goal is for people to receive your promotions and use them – so, you must give them enough time to get to your store and take advantage of your offer. If you’re having issues executing a mail campaign according to your set timeline, another option is to get rid of the hard end-date and replace it with “for a limited time only” or “within two weeks of receipt”. This gives you a more flexible timeline while still creating a sense of urgency for your customers.
Deliver Mail on the Most Popular Days
Did you know that the actual day your customers receive your mail has a lot to do with the success of your campaign? There are certain days of the week that customers are more receptive and willing to engage with your mailer. While it can depend on the industry, the main days customers should receive your mail are Tuesday, Wednesday, and/or Thursday. During these three days, customers are well into the workweek, and the idea of their past weekend activities has fizzled out. They’re focused on their week ahead. While Monday would be the next best option, people are either often still away due to a long weekend, or not in the right headspace to look over and consider your promotional mail. Avoid Fridays, Saturdays, and Sundays, if possible. During these days, people are in full weekend-mode and are not looking to go through their mail. These pieces usually get thrown out, put to the bottom of the pile, or forgotten about completely, making customers miss your sale or the deadline of your promotion.
Check in with Your Vendor
Creating copy, designing, producing, and mailing your piece can be overwhelming. To alleviate some of that stress, consider working with a marketing agency. If you decide to go that route, it’s vital that you keep track of how the campaign is coming along throughout the strategizing, creation, and execution process. If you don’t communicate (and they don’t either), the mailer may not be to your liking or may not be customer-oriented, among a plethora of other issues. This then could result in a ton of edits that have to be made, or worse – you may have to go back to the drawing board, pushing back deadlines and affecting your success rate. This is something you don’t want to do – especially with time-sensitive material – as every moment is crucial to the development of your mailer.
Make sure to choose your provider carefully. While picking the cheapest one may seem great up front, you may run into issues along the way, causing more stress than anticipated. Be sure to pick a company or platform with quality machines and the proper tools to execute the idea you have for your campaign. By setting up a timeline for yourself and your provider, everyone can keep track of deadlines and know what to expect of you and your vendor.
To get this timeline started, be sure to ask questions in relation to:
- If they can send your mailer out on the day you specified.
- How soon they can start, depending on the sensitivity of your piece.
- How long it will take to complete the campaign from start to finish.
Whether you work with a vendor or not, remember that communication is key so that changes can be made quickly and effectively and give your company the best chance at success.
What’s Next
These are the main tips and tricks to direct mail timing, but you will find that there are always nuances and hiccups along the way. We’re here to help. With 30 years of practice and knowledge, we ensure your marketing campaign process goes smoothly and ensure it’s timely and successful. If you’re ready to start your next timely and effective direct mail campaign, contact us today.
A Strata YouTube Channel Original
In our last few blogs (and their corresponding YouTube videos) we’ve gone over the basics of new mover marketing, how to choose a new mover marketing partner, and the best workflows and channels to reach new movers among different industries. It’s important to remember that new mover marketing can differentiate between industries, and to curate the best plan of action for your specific business – not just any business. In this blog, and in the video below, we’ll go over how healthcare systems can create incentives that highly resonate with new movers.
A Quick Review of New Mover Marketing
To give you a brief refresher, new mover marketing is a specific, niche marketing tactic that’s designed to reach new residents in your area. It’s one of the most effective ways to bring in new customers that have just recently entered your specific target market. When it comes to new movers, they’re nobody’s customer, yet – so it’s an effective tactic to make a good first impression at the same time they’re looking for your product or service.
The Benefits of Incentives
While some people may view incentives and free giveaways as too expensive or not worth the time and effort, we’re here to tell you that couldn’t be farther from the truth! Incentives have a multitude of benefits that have long-lasting effects on your business as well as current and potential customers. They help build a positive company image in the minds of new movers – since your relationship starts with a free gift (or other incentive). Along with this, incentives boost ROI. While you may be spending a little up front, you can get a lot back in return – potentially a life-long, loyal customer.
The First Rule of Incentives
While there are many important things to remember when it comes to incentives, being generous is the most crucial. Sure, you may be swayed to try and take the inexpensive route, but it likely won’t pay off in the end. It’s always better to be generous right off the bat, to show your potential patients you care – especially when it comes to healthcare. Patients want to feel seen, heard, and special, especially when it comes to their healthcare providers. To achieve a personal relationship with your customers, it’s important to make sure you do everything to show you’re willing to go above and beyond your competitors.
New movers are a segment that’s more willing to spend money than established residents. In fact, they’re likely to spend 2-5 times as much within their first few months of moving into their new home, so this is a crucial time for your health system or urgent care to take advantage of and secure new patients. While you may be putting out some money, new movers will always appreciate a free gift, and, once they become a loyal patients, they’ll likely be willing to spend more money with you. If you’re thinking there’s no way your system can afford grand, intricate and personalized gift items, we’re here to tell you that these gifts don’t have to be grand at all. They can be anything from branded thermometers to first aid kits. Basically, anything that represents what your system does, who you are, and your care for your patients. Ultimately, the hope is that when they use it, they’ll be reminded of your healthcare system and associate your brand with good, positive thoughts.
What’s Next?
Now that you know the benefits of healthcare incentives, and the first rule of thumb, learn a bit more by heading over to our YouTube channel. You’ll hear from Rob, a member of Strata’s Strategic Sales Team. He’ll provide you with even more information about effective healthcare system incentives. If you’re ready to take these new mover marketing steps with Strata, contact us today.
A Strata YouTube Channel Original
In our last three blogs (and their corresponding YouTube videos) we’ve gone over the basics of new mover marketing. It’s important to remember that new mover marketing can differentiate between industries, so the best plan of action for specific business types may not be the same as others. In this blog and its corresponding YouTube video, we’re taking a deep dive into how you can specifically utilize new mover marketing in the healthcare sector – as well as what channels work best.
A Quick Refresher on New Mover Marketing
To give you a brief refresher, new mover marketing is a specific, niche marketing tactic that’s designed to reach new residents in your area. It’s one of the most effective ways to bring in new customers that have just recently entered your specific target market. When it comes to new movers, they’re nobody’s customer, yet – so it’s an effective tactic to make a good first impression at the same time they’re looking for your product or service.
What are New Residents Actually Looking For?
To answer the question, new residents are on the lookout for “reliables”, which are goods and services they can depend on daily, weekly, monthly, or even yearly. The healthcare industry is full of these “reliable” services – and these services are much different than those of grocery stores and restaurants. Customers will more likely choose any grocery store or restaurant to at least check out and maybe turn into their new “go-to” spot. If it ends up that they don’t like the spot – it’s really no big deal. They’ll move on and find another. With healthcare, most people don’t want to “try out” 4 or 5 doctors/healthcare services until they find one they like. In general, it’s a lot more work to fill out paperwork and questionnaires at healthcare offices, and most people only want to do that once.
Potential patients want to feel important and valued, so it’s key to be the first to reach out. When you reach out – first, the potential patient can get to know you and your system, while ensuring that you’ll be there in their times of need.
Best New Mover Healthcare Campaign Channels
Based on our years of expertise and data collection, we’ve compiled a list of what we think are the best channels to utilize when reaching out to new movers to hopefully turn them into patients. The first channel we recommend utilizing is direct mail. The average response rate for direct mail can be up to 50% more effective than that of an email blast, when done correctly. For a direct mail campaign to be done correctly, there must be some aspect of personalization, multiple response vehicles (such as QR codes and PURLs) and accurate data lists. The key to quality, effective direct mail is incorporating more than one touchpoint. If you’re able to send more than one direct mail piece, your potential patient will be consistently reminded of you and your business.
The next channel we recommend utilizing? Digital advertising. Targeted, focused ads can show potential patients that you’re close by and welcoming new patients. A benefit to using digital advertising? The level of precision. With digital ads, you can measure performance through impressions served and ad clicks. If you pair with the right new mover marketing partner for your business, you’ll be able to see how many and which customers converted due to your digital ads. This real-time data is vital to the success of your campaigns. It allows you to see what campaigns are working, which ones are not, and make the necessary adjustments on the fly rather than once the campaign is over.
What’s Next?
You now have some potential, optimal channels to utilize as a part of your next new mover campaign. But it doesn’t stop there! We still have more suggestions. Head over to our YouTube channel (by clicking the thumbnail below) to hear from Rob, a member of Strata’s Strategic Sales Team. He’ll fill you in on the rest of our channel recommendations. If your healthcare system is ready to take these new mover marketing steps with the team at Strata, contact us today.
A Strata YouTube Channel Original
In one of our recent blogs and its connected YouTube video, we went over the basic ideas behind new mover marketing. Now you may be thinking, what do I do with all this information? The next step is choosing the right new mover campaign partner. It can be overwhelming deciding on a marketing or new mover business that’s right for you to partner with. Luckily, we’ve compiled a list of all the different qualifications you should be looking for in a partner.
What’s New Mover Marketing Again?
As a quick reminder, new mover marketing is a specified, niche marketing tactic that’s designed to reach new residents in your area. It’s focused on bringing in new customers that have recently entered your target market. Why’s it so important – and furthermore, why does it work? It helps your company make a strong first impression at the same time someone is looking for your service.
The Qualities that Make a Good Partner
You don’t want to just choose a random new mover partner or even the first one you stumble upon. It’s important to put thought and consideration into your choice, so that you can make the best decision for your business. Make sure your partner has a bit of background on your company and understands your budget, time, size, and end goals. Remember, what you put into your search is what you’ll get out of it.
What if I Still Don’t Know Where to Start?
While you might have tons of information in front of you, deciphering this information and sifting through it all can be difficult and overwhelming. Here are a few things to do to make your search just a bit easier.
First, figure out the size of your industry, how sales have been, and what goals you want to set. All of this will allow you to pick a business that’s best suited for your type of company. The more information you can collect, the easier it’ll be to compare the strengths and weaknesses of each potential partner.
Additionally, you’ll definitely want to choose a partner that has a focus on lists and good data. This data should include demographics, psychographics, behavioral, and business-to-business firmographic information. The more specific data you can get, the better you’ll be able to target new movers and bring in more loyal customers!
While all this might seem like a lot to tackle, it’ll be worth it in the end when you have successful and effective new mover marketing campaigns.
Next Steps
You now have a baseline of how to choose the right new mover campaign partner for your business, but it doesn’t end there! Be sure to watch the video below, where you’ll hear from Rob, a member of our Strategic Sales Team at Strata. He’ll explain choosing a partner that best represents your business, in a bit more depth. Or, if you’re ready to choose your next new mover campaign partner and think it may be Strata, contact us today.
