How Retailers Can Attract and Engage the Modern New Mover

Quick Tips to Help Your New Mover Strategy

Capturing new mover market share depends on immediate outreach using an approach that elevates your business above the rest. This is a receptive audience ready to spend on new products and services.

But retailers face inherent challenges, including a limited window of time and a lot of competition from other businesses. Moreover, evolving consumer purchasing habits demand that retailers adjust traditional marketing approaches.

If you haven’t evaluated the effectiveness of your new mover program recently, it’s time to check that your strategy is up to date.

1. Direct Mail: Timely, Targeted and Action-InspiringDespite skyrocketing consumer preferences for all things digital, direct mail is still the best method as an initial point of contact for reaching new movers. According to a report from Marketingprofs, an industry research and education firm, 40% of consumers try new businesses after receiving a direct mail piece.
   • Precision in-home dates: Timing is everything. Your “welcome” direct mailer has to reach new residents immediately, or you risk falling to the bottom of the mail pile. Retailers can gain an edge by partnering with a direct mail vendor who’s perfected targeted in-home dates.
   • Clean data and list management: By nature, new mover mailing lists are in a constant state of flux and quickly become stale. Select a list vendor that sources from multiple providers and uses extensive hygiene practices to validate the accuracy of data.
   • Personalized: Personalized direct mail commands higher response, agree industry leaders and researchers such as the Data and Marketing Association. Go beyond first names – mine your available data to include variables such as:
     • Closest store
     • Locator map
     • Mileage to your nearest location
   • Compelling offers: Include a strong call to action that’s hard for new movers to resist, and make it easy to for them to act on. Make them feel welcome and valued – present the offer as exclusive to their status as a new resident. For inspiration, check out this Target Marketing article that analyzes several successful direct mail approaches businesses use to market to new movers.
2. Cross-channel Outreach to Crystalize Brand Presence
   For maximum impact and continued engagement, new mover programs need strong follow-up via digital channels.
   • Landing pages and PURLs: Directing new movers to eBRCs helps retailers build in-house email lists and track consumer preferences.
   • Segmented email follow-up: Again, relevance and personalization are key: Consumers welcome emails they perceive as providing valuable information or offers, with open rates for segmented emails averaging 14.32% higher than non-segmented emails. Once you start collecting new mover email addresses and information on interests and preferences, you can send targeted offers and information, promote your customer loyalty program and stay in touch to nurture engagement.
   • Online presence: New movers are using the Internet in ever-growing numbers to research goods and services. Establish a strong online presence with:
     • Targeted digital ads served up to households on your mailing list
     • Strong SEO practices
     • Close monitoring of reviews and ratings

Join the Next Generation of New Mover Marketing

Strata Company, a Greater Philadelphia area marketing services and technology solutions company, has 25 years of experience creating and managing multi-channel new mover marketing campaigns. Our SmartMove program merges the power of physical and digital touchpoints so you can quickly reach the right audience and keep them engaged with your brand. Contact us to learn more.