Marketing • Business Tips • 37 minutes

Direct Mail Marketing: Building Brand Equity One Letter at a Time

July 18, 2023

Episode Overview

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

To hear more stories from the trades, subscribe to Toolbox for the Trades on Apple Podcasts, Spotify, our website, or anywhere you get podcasts.

Related Videos

About ServiceTitan

ServiceTitan is a comprehensive software solution built specifically to help home service companies streamline their operations, boost revenue, and substantially elevate the trajectory of their business.

Our comprehensive, cloud-based platform is used by thousands of electrical, HVAC, plumbing, garage door, and chimney sweep shops across the country—and has increased their revenue by an average of 25% in just their first year with us.

Ready to learn more about what ServiceTitan can do for your business?

More episodes

Operations • Business Tips • 27 minutes

How Small Businesses Can Create Big Impact Through Philanthropy

The husband-and-wife co-owners of ProLift Garage Doors in Amarillo, Texas, have made a big...

Marketing • 24 minutes

From Prospecting to Closing: Tips to Improve Your Sales Performance

Valve+Meter CEO Marcia Barnes grew a $400 million company by shifting to a fully data-driv...

Pro Features • Operations • 38 minutes

From Prospecting to Closing: Tips to Improve Your Sales Performance

Lee’s Air Sales Supervisor Phil Filaski is a top closer and team coach, leading by example...

About the Show

Toolbox for the Trades is a podcast where top service professionals share the tips, tricks, and tactics they use to succeed in their industry. Hosted by Jackie Aubel, this podcast is brought to you by ServiceTitan—the leading home and commercial field service software.

Episodes will feature stories and strategies to help contractors grow and scale their service business.

Get on the show!
Privacy PolicyTerms of UseYour Privacy Choices