A large portion of marketing in the trades has effectively shifted to content sent to email inboxes.
Hang on a second. MSI Mailing Systems sales manager Guy Fashano says direct marketing to mailboxes is still one of the most reliable vehicles for customer engagement.
He points out that direct marketers can now apply comparable digital techniques that harness data to track ROI and open rates.
“There are so many different things that we can do from a reporting aspect that years ago was not available,” Fashano says.
That includes trackability of dates delivered, and summary reports that details cost of customer acquisition, cost per piece and other reporting aspects.
What used to be effective about direct mail is still effective, Fashano believes.
“It's physical, it's personal, and every piece that you send is going to get touched and recognized at some level,” he says.
Fashano has seen direct-mail campaigns being used in unique and engaging ways in the trades.
“You can tell a story, build your brand, and connect with a customer,” he says. “For example, you can tell the story of how long you've been in the community, what you do, what you guarantee, who you are personally and why you got into the trade.”
Fashano notes that direct mail does require some patience.
“But it's kind of like a water well,” he says. “Once you start pumping, it'll keep performing for you as long as you keep investing in it.”
Guy Fashano recently joined ServiceTitan’s Jackie Aubel as part of Season 8 of the “Toolbox for the Trades” podcast, which included Fashano’s thoughts on:
(5:13) The tangible benefits and staying power of direct mail
(6:24) Contractor success stories
(14:05) How direct mail can help boost your brand equity
(16:22) The benefits of personalizing postcards
(30:17) Practical tips for starting your first direct mail campaign
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