Plumbers – Direct Mail – A Powerful Marketing Strategy

Getting results from a direct mail campaign can be pot luck but if it is done in the right way can be a real success. The key to developing successful direct mail campaigns is to test and one way of doing this is to use what is know as the three piece mailing.

When your direct mail out arrives with its recipient it may arrive at the same time that they require the products or services that you provide and they will get in touch with you straight away. However, in most cases this won’t happen straight away but you may have sparked an interest so you need to mail them repeatedly to encourage them to contact you.

A good way of testing if there is an interest there is to have a three piece mailing with each mailshot being slightly different to the last. If you send the same mail out every time it will probably just be disregarded so you can test the different mailings to see which brings in the best response.

As you are a plumber and the cold weather is on its way you could send a mailing to publicise the pipe insulation service you offer. The following is an idea of how your three piece mailing could work:-

1) Autumn is nearly over and the cold weather is on its way, avoid burst pipes this winter and have your pipes insulated.

2) Weather forecast predicts a cold snap just round the corner, get your pipes well insulated before it is too late!

3) “I knew I should have got that sorted” what your better half will say if you have a burst pipe this winter, call us now.

If you send a mail out such as this it will get people interested and even though the recipient may not require your services they will be likely to tell other people they know who may then give you a call.

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