Capture Loyalty from the First Hello
Over 40 million people move each year in the U.S.—that’s more than 13% of the population, and every one of them needs to build new routines, find new services, and establish new brand loyalties. For businesses looking to grow, this isn’t just a data point. It’s an opportunity.
At Strata, we help businesses harness the power of direct mail to reach new movers at precisely the right time—when they’re ready to discover, decide, and commit. Let’s walk through how to build a smart, targeted new mover campaign that delivers results you can see (and measure).
Why New Movers Matter
New movers aren’t just potential customers. They’re high-intent buyers in active decision mode. In fact:
- 72% of new movers form new brand relationships within the first 90 days
- They’re 5x more likely to become long-term loyal customers compared to non-movers
- New homeowners spend $9,250 on average within their first year post-move
That kind of openness—and spending power—makes new movers one of the most responsive and valuable audiences for direct mail.
The Move Timeline: Timing Is Everything
When you reach someone matters almost as much as how you reach them. Here’s how buying behavior shifts before and after the move:
Pre-Move: Planning & Purchasing
Before the boxes are even packed, movers start making critical purchases—home improvement items, storage solutions, cleaning services, and more. Targeting during this phase lets you offer timely solutions that reduce stress and make life easier.
Post-Move: Urgent Needs & Routine Building
Once the move is complete, spending accelerates. Movers prioritize essentials like grocery stores, healthcare, utilities, and nearby services. It’s a crucial window to introduce your brand and become part of their new routine.
Direct Mail: The Most Trusted Channel
Nothing builds credibility quite like a well-timed, well-designed piece of direct mail. In fact:
- 88% of new movers say they would try a new business after receiving direct mail
- 76% of consumers trust direct mail when making a purchase decision
Direct mail is tactile, memorable, and most importantly—timely. It reaches people where they live (literally), and when paired with smart data and segmentation, it speaks directly to what they need.
Make Your First Touch Count
The key to successful new mover outreach? Make the first impression a lasting one. Your mailpiece should:
- Welcome the recipient to the neighborhood
- Clearly explain your value
- Offer a relevant incentive (think: BRCs with discounts or free trials)
- Encourage response or engagement right away
Need a measurable way to drive ROI? Include a Business Reply Card (BRC) or use a trackable phone number or QR code. The more seamless you make it for them to respond, the more likely they are to take the next step.
Build Relationships That Last
New mover marketing isn’t one-and-done. It’s about building trust over time. A strong follow-up cadence—through additional personalized mail drops—helps reinforce your message and position your business as a go-to resource in their new community.
By planning a thoughtful series of direct mail touchpoints, you can:
- Drive long-term loyalty and referrals
- Increase brand recall
- Encourage repeat interaction
Your New Mover Strategy Starts Here
Whether you’re targeting by ZIP code, homeownership status, or behavioral insights, direct mail gives you the control and flexibility to craft a campaign that truly performs. At Strata, we combine deep industry experience with precise data and fully in-house production—ensuring your message lands exactly where (and when) it matters most.
Let’s turn new neighbors into new customers. Reach out today to learn how Strata can help you create a high-performing new mover campaign that delivers measurable results—no guesswork, no middlemen.
Make a Mint off of Print
In last week’s blog, part 1 of the Power of Print series, we discussed how powerful print marketing really is, and how beneficial it can be as a central branding and promotional tool. This week, we have for you, part 2 of the series. Now that you’re convinced of its importance and relevance, we’re giving you key tips and tricks your business can use to enhance the power of your print marketing.
We know you’re busy, and you likely want to save all the time you have for productive business efforts and possibly some great marketing, so, we’re making this a quick and easy read. Like we said, we have more than a few (8, to be exact) top practices to create effective print marketing materials…
8 Ways to Improve the Power of Your Print
Know Your Audience
Any print material you distribute should be at least somewhat personalized and developed with your key audience in mind. Make sure your messaging and visuals speak to the people you’d like to reach above all else. Before even creating your print marketing materials, take time to research and understand your audience, looking into not just their wants and needs, but also their pain points and expectations.
Don’t Push Design Aside
You may think design can come as an afterthought – the last piece of pulling it all together and getting your marketing printed, but the total opposite should take place. Think through your visuals just as you would your content and call outs. Use them to connect with your audience and grab their attention. And, don’t skimp. Print’s already very cost effective, so spending that extra bit on design, paper, and colors is worth it, and could be the reason your audience starts to love your brand or continues to be loyal.
Have a Clear Message
When you’re dealing with print, there’s usually a limited amount of space available, at least compared to digital. There’s not as much room to “say it”, so your forced to “say it right” (which can be a great thing when determining necessary messaging to entice customers with fleeting attention spans). Make sure your message, especially your call to action (what you want the customer to do or know) is loud and clear – not hard to find. Don’t clump all of your products into one postcard. Instead, feature a few products, or better yet, use data to personalize the material and feature that specific customer’s favorite merchandise.
Make it Relevant
We’d like to reiterate – because of just how important it is – to always research, understand, and consider your target demographic before creating print materials. Why would your product or service interest them? Why would they need it? How could your material catch their eye? Personalizing this content will make it much more memorable and impactful. In fact, in a study conducted in 2019, 72% of consumers claimed they only engaged with marketing messages that were customized to their specific interests.
Engage the Senses
When it comes to creating print marketing, don’t just think about what the eyes can see. Print marketing is very much a multi-sensory experience. Consider textures, sounds, and scents (yes, scents!) that evoke feelings within your customer – whether those feelings are excitement, envy, importance, or nostalgia. Incorporating a three-dimensional effect, such as a texture, embossing, or thicker areas of material, can help your print marketing stand out among the rest.
Use a Call to Action (CTA)
Like we said before, you want your call to action to be loud and clear. You don’t want your potential customer setting down your print material without clarity on what you’d like them to do. Make sure to include your address, phone number, and any other applicable contact information like an email address or social account(s). Consider including a coupon for them to use or a sign up for a rewards program, subscription, or membership.
Combine it with Digital
Gain trust and credibility by incorporating digital touches within your print marketing, like QR codes, PURLs, social accounts, and other web references. The best part? Doing so will make campaign attribution a breeze, and will make it easier for you to follow up with interested customers.
Pick the Perfect Printer
The last step of any print marketing process is finding the right printing company to work or partner with – that has affordable yet reasonable rates – and quality print products. Seek out a company that will not only print your materials, but will care about your bottom line and success (almost) as much as you do. They’ll likely offer a variety of printing options, and will have a creative vision for your campaign and/or overall marketing.
Not to toot our own horn (okay, maybe a little), but at Strata, we’re print experts and it’s in our DNA. We’re prepared to work with you whenever you’re ready to brainstorm your next print marketing project. Just contact us when you’re prepared to make smart happen.