There are many types of direct mail campaigns. Each has rules about the best time to mail. Many campaigns are time-sensitive. For example, bills must be timed when payments are due. Seasonal businesses must time their sales with their busy season. And, many companies are hit by laws or the economy. Mailing too late will harm your response rate.
These tips will help to improve your mailings.
PREPARE FOR THE BUSY SEASON
Most companies know when business ebbs and flows. Realtors and the wedding industry know summer is key. Jewelers gear up for Valentine’s Day. But, what about insurance companies or banks? Do they have a peak season? If they do not know, they should. But, many businesses have not looked at trends. Therefore, they are missing the chance to grow.
Seasonal industries include:
- HVAC– Conduct direct mail in the spring to reach those who need air conditioning repairs. Mail during the fall to serve those with winter furnace needs.
- Diet/Fitness– The most common New Year’s resolution is weight loss. So, fitness centers and diet programs compete for the January health push.
- Travel– Spring mailers take advantage of families planning their Summer vacation.
- Landscaping– Mail during the winter to attract those looking to spruce up their yard in the spring and summer.
- Movers – Like realtors, movers must attract those relocating, or going off to college, in the summer.
EXAMPLES OF TIME-SENSITIVE DIRECT MAILINGS
Any business that relies on time-sensitive matters must plan direct mailing carefully. These include:
Any sale or “limited time offer” mandates very time-sensitive mailings. Needless to say, these businesses cannot experience mailing delays that will kill their promotions.
Utilities, government offices, and bill collectors must ensure that their mailings take place in a very precise manner. So, can you imagine the uproar if a customer receives their power shut-off notice after the deadline? In addition, what if the municipal court failing to promptly mail appearance notices? Disaster!
COMMUNICATION IS KEY
As professional and adaptable as many direct mail vendors are, they are not clairvoyant. In addition, marketing managers must immediately communicate to their direct mail pros any changes that impact the timeliness of your mailings.
- Staffing changes: Staff changes may mean the business cannot handle direct mail responses.
- Changes to laws/regulations: Has the government enacted a new law that might affect your mailers. For example, HIPAA is a perfect example of a law with specific direct mail rules. And, what if a court rules against your firm and you must notify clients or those who purchased your goods?
CONCLUSION: DIRECT MAIL MUST BE TIMELY
No doubt, many campaigns are time-sensitive. Ensure that your mailers are timely. And, you must analyze trends, and plan for the peak season. And, you must chat with your direct mail vendor.
To discuss your time-sensitive direct mail needs, contact Mail Manager, Inc. today: https://www.mailmanagerinc.com/contact/
For more on HIPAA direct mail rules: