In October, we addressed mailing lists to target new business or to build a database if you are just starting out in your business. In our final article on direct mail, let's look at frequency and at some do's and dont's of direct mail. Now that we have established lists and know how to maintain and grow the lists, the key to effective direct mail is frequency. We used to send a minimum of 750 pieces per month.  Not everyone on the list got a mailed piece every month. Again, we picked a demographic and sent to that set that month. 

As time goes on, begin to think outside the box for your promotions. What other services can you think of offering?  How about gutter cleaning and preventative maintenance on the seams and downspouts. The damage plugged gutters can do to a building is a compelling story and it will fit nicely on a post card.  How about a special targeting installation of "Natural Light Tubular Skylights?"  How about a roof-hatch installation special? Blast that offer out to every commercial building owner you can follow-up on in a 10-mile radius. 

Break any paradigms you may have about return on investment. The reality is how many positive responses do you need to get to make it worth the effort?  The answer is not many - especially if your installer is a sales-oriented service technician. Your goal is to open doors to your company and to expand your market's awareness of your brand through direct mail. Now, let's review some basic do's and dont's of direct mail for your business:

DON'T get discouraged.  Results will not happen overnight.  We had old and new customers who called us about an idea we tickled them with a year earlier. 

DON'T save all you ammo for one big blast once a year. 

DO be consistent and frequent. 

DO something every month.

DO time your residential mailers to arrive on a Friday or a Saturday, and your commercial mailers to arrive on a Monday. 

DO try to follow-up on the commercial mailers. 

DO make it a promotion with a time limit and DO be creative and entertaining, but professional with your mailer.

DO always include something when you send your invoices, and for local (non-roofing) suppliers put one in with your "on time" payment for the products or services they provided to you. You don't know who will read it or pass it along. 

DO start building a service division.

A well run service department can earn 60% to 70% gross profits and the benefits of having one are too numerous to list here.  Next month we will start that discussion. Why to start a service department, how to start one, how to run on and what to expect.  Until then, keep roofing!

Chris Margarites has been climbing on roofs since 1975. He has served  as a repair technician, a service manager, and a partner of a contracting firm. He later started. EternaBond whose mission is to a roofing technician's job easier and the customer's repair more permanent. Margarites can be reached at (888) 336-2663.