The Importance of Continued Advertising– Even when it seems like everything is “on hold”.

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The Importance of Continued Advertising– Even when it seems like everything is “on hold”.

Direct Mail Consistently Offers Proven Results

With the 2020 world economy changing nearly overnight, service industries are beginning to CHANGE their direct mail marketing messages to let customers know they’re open and operating with safety in mind. They have not stopped advertising– they’ve just made some changes. And their direct mail is STILL WORKING just as well as always!


Let’s take HVAC companies, for example. Big changes happened at the beginning of springtime. Tune-ups STILL need to be performed so people aren’t without A/C for the summer, and advertising needs to point that out. Along with a GREAT offer such as a “keep this magnet handy for 20% off future service calls!” or “Just $49 can SAVE you HUNDREDS!”… The possibilities are endless.

Back to the Direct Mail aspect:

Again: Direct Mail Offers Proven Results

There is a very simple reason why direct mail marketing campaigns still thrive in this digital age: they work!

Think about how many ads you will see on television or hear on the radio– or see on billboards throughout the day. It’s so many. It’s enough that consumers have learned how to tune them out.

A simple reason people might ignore this kind of advertising so easily is because it’s not tangible. Direct mail, on the other hand, so very tangible – you hold it! It gives you a sale, promotion or coupon that you can grasp right in your hand. That’s quite a bit harder to ignore. In fact, when you present an attractive offer on your mailer, your business is going to see some nice returns. But who will I send it to? (See our mailing list info here).

Due to direct mail’s impact on its recipients, you should expect to see better returns on your physical mailers, compared to digital advertisements.

What this means is: a direct mail campaign will give your company more ‘bang for your buck’ than an email, social media, or paid search strategy.

Better ROI Really Does Make Direct Mail Cost Effective

What makes service industry direct mail so cost effective is the impressive ROI. The cost of direct mail is really only a tiny portion of the returns it generates for the business – and that’s why service companies SHOULD consistently send direct mail.

For example: According to the PRC, “Direct mail median household return on investment is 29% (23% paid search, 16% online display, 30% social media).”1

With these statistics in mind, it’s relatively easy to understand why direct mail ends up being a more cost-effective option than digital advertising. The ROI generated by this proven service industry marketing method really outweighs those shipping and production costs.

While such shipping costs are not a part of digital advertising, the bottom line profit resulting from direct mail still far exceeds the profit of digital marketing techniques.

Bottom line here:  Send Direct Mail – it works.

Direct Mail Brings Improved Response Rates

Response rates are so important for business success. Let’s repeat that: Response rates are so important for business success. The more responses you receive from customers, the more likely your sales and service teams will create revenue from interested leads. The result? More dollars for your business – which will offset any costs spent on your direct mail campaigns.

To give you an idea of just how effective this approach is in generating great response rates – according to the Data & Marketing Association (DMA), 2018 brought about a 5 percent response rate for in-house lists and a 9 percent response rates for prospect lists. But How? Why?

Due to its tangibility, it’s more personalized and memorable. When your target audience can easily understand and remember your company’s campaign, they’re more likely to consider you as a ‘go-to’ provider for their service and maintenance needs, especially when you are consistently reaching the household. 

We’ll say it again, just in case: Keep sending direct mail, (even if you want to push online sales). Because direct mail WORKS.

1 PRC Study Reference

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Your PrimeNet Team

Catherine Barnhisel

Jack Flick

Pat Tucker

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Creative Services
& Marketing

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Julie Fleming

Bill Koepp
IT Support

In Memory of Mark Keefe


July 18, 1959 - March 15, 2018

Friend, mentor and leader whose legacy will be remembered. Time will never erase the work you have accomplished here or the positive impact you have had on our lives.


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