Marketing Strategy 5 - Direct Mail Advertising

Direct mail is an effective strategy in media and can be very targeted to a direct zone or geo-location (zip codes). Learn about the essential elements of direct response marketing using direct mail.

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Direct Mail - Targeted Replacement Letters

Use this example targeted replacement letter to generate target markets, and leads in the off season to sell replacement equipment.

Direct Mail - Contractor Special Buy - "Free Furnace" Offer

This is a sample direct mail letter targeted to new customer marketing. It is focused on the contractor special buy from suppliers and limited spots to get a "Free Furnace." The letter is designed to be customized and/or edited to fit your particular market and need for leads. Distribute in phases based on 25% response rates to gather leads.

5 Page Document

Direct Mail - Save 20%, A/C at Cost, Triple Payments of Utility Bills Offer

This direct mail, targeted new customer letter is about making a shoulder season offer and offering at minimum 20% utility savings. The letter also offers triple the utility bill payments if you cannot save the customer at least 20% on utility bills. Customize the offer to your client base and demographics. This is meant to be targeted to new customers and gain a 1/4 response rate.

4 Page Document

Targeted Letter - "Utility/Power Company Pays for Your Home's Air Conditioner"

This direct mail, targeted letter is based on the offer of the utility or power company paying the cost of a new home's total comfort system.

2 Page Document

Targeted Direct Mail - "Equipment 10 Years or Older? Save $1775 on New System"

This targeted letter is designed for demographics and specifically targets equipment that is more than 10 years old according to your database. Adjust and edit the offer and text to fit your market, products, and offer. We can also tie in financing to the offer as well.

4 Page Document

Targeted Direct Mail - "$1000 Cash Payment Offer, No Payment"

Use this direct mail letter to target your EXISTING customers for an offer of $1,000 (or what you want) back. We also tie a financing offer to the package so an existing customer can save money on utility bills and finance it.

4 Page Document

Targeted Direct Mail - "Santa Claus Comes Early: $1500 Prepaid Debit"

This direct mail piece, targeted at new customers, is based on a $1500 prepaid debit card given to homeowners in the market for replacement equipment. "Why not enjoy $1500 cash for your personal use at Christmas time? Santa comes early."

2 Page Document

Targeted Direct Mail - "The Impossible $399: 96% Furnace and 19 SEER A/C"

This targeted letter deals with a super high-efficiency furnace and A/C unit combined as a price and bundled with a discounted $399 furnace. Adjust the offer and target your geographic zones.

3 Page Document

Targeted Direct Mail - Private Furnace Sale to Club Clients

Utilize this as a direct mail follow-up to a service agreement club customer, promoting a fall furnace private-sale event to your existing club clients. It also has an indoor air quality component: "get a free IAQ inspection/evaluation," which can be edited to fit your model.

2 Page Document

Sweet 16 - Targeted Letter - Used Internally with Club Customers

This targeted letter describes 3 offers, positioning the "Sweet 16" offer as the focal point in the middle, as the very best value. Adjust the offer as needed. The target audience is your internal existing club clients. We typically have had success with tech selling and lead turnovers on club calls presenting this letter to clients with time and a relaxed selling model to articulate the story.

3 Page Document

Targeted Letter - Direct Mail - Offer 20 Year Extended Warranty Blowout Sale

The 20 year extended warranty is an offer for shoulder season opportunities within your existing club agreement customers. It is best to be edited and coordinated with your technicians to create opportunities for sales of 10 year or older equipment that is functioning well but could be moved from peak season failures to slow shoulder season. The letter is hand delivered by a technician and based on maintenance of a club agreement from that point forward to maintain the warranty.

2 Page Document

Precision Tune-Up Offer - "Free with Donation"

Here is an example precision tune-up new customer postcard used to target new clients in geographic zones. This is a promotion in the shoulder season to capture new clients, though it does have limitations. Geared to gain new clients to demographically place clients into a company marketing funnel.

2 Page Document

Targeted Demand Service Letter

Here is a promotional letter on demand service, designed to target new customers.

1 Page Document