How to Run Direct Mail Marketing Campaigns

During this October’s Coaches’ Counsel Q&A, an HVAC Contractor in Wisconsin asked:

“I need to know the best ways on how to run a direct mail marketing campaign.”

Tim Williamson of Contractor University’s Next Level Coaching program started by saying that business owners should focus their marketing efforts primarily on customers that have already done business with their companies.

Williamson went on to explain that ‘drops,’ or when direct marketing literature actually hits the front doors of homeowners, need to be spaced out so that they don’t become overwhelming for residents. “I’d say somewhere between three to six weeks between drops,” said Williamson.

“I want to be very specific about this,” said Williamson. He explained further that only after a business covers all of its existing customers would it want to start reaching beyond to prospective customers and the neighborhoods in which they reside.

“But I really want to be more targeted towards my database,” said Williamson on how to run direct mail marketing campaigns. “Rather than just a shotgun approach, hitting the entire area, I would just hit my database.”

When asked a follow-up on when contractors should start their campaigns, Williamson’s advice was simple. “Start now, and plan on every three to six weeks having a drop,” he said.

Contractor University members can register for upcoming Coaches’ Counsel sessions by visting the Contractor University event calendar.