Direct email marketing is making a powerful comeback since digital marketing is dominating every platform. Physical mail offers a refreshing and effective way to engage potential customers when online and social media ads are everywhere.
Janitorial companies that provide commercial services look for more effective marketing campaigns. Direct mail has proven to be a great strategy to stand out in recent years.
Your ideal clients can be corporate offices, healthcare facilities, educational institutions, property managers and more. By understanding their needs and interests, craft a direct mail that not only resonates with the audience but also generates leads and supports lasting relationships.
We’ll explore more about direct mail marketing for janitorial services, why it still works for janitorial lead generation and more through this article.
What is Direct Mail Marketing for Janitorial Services?
Direct mail is usually known as a marketing approach. This involves sending postcards or letters to potential and existing clients, which are physical and personalized marketing materials. A highly effective and profitable way to reach a local audience.
This type of advertising campaign offers a more direct and tangible medium to connect with the audience. It is effective for increasing awareness about your product or service, like janitorial service, as well as engagement and conversions.
You can also improve the effectiveness of your janitorial marketing campaign by combining direct mail marketing with digital marketing in a coordinated campaign. Therefore, the actual printed mailer that has been sent out is an important aspect of the campaign, but equally important are the mailing content, campaign objective and more.
Campaign Objective
Every marketing campaign should have a main objective. For a direct mail campaign, primarily focus on campaign elements, like call to action (CTA), format, etc. Objectives can vary depending on the campaign’s other aspects, like increasing awareness about janitorial service, getting more visitors to the website, getting referrals and more.
Target Audience
Your target audience plays an important role in the campaign. It mostly depends on the primary objective. Let’s say the goal is to increase sales of a new product. Your mailing list should contain previous customers. Or, target a certain region if you’re trying to tap into a new market.
Mailer Content
Mailer’s content should convey the message and the value you offer to the recipient. It also depends on the objectives, like for brand awareness, the content should have information. You can also offer a discount or other promotional elements to increase sales.
Mailer Design
Stand out from the dozens of others in the recipient’s mailbox with an impressive design. One of the best things about direct mail marketing is that it allows for creativity and experiments, like with fonts, layouts, colors, etc, to make a good impression.
Mailer Format
There are many formats, from brochures and coupons to free samples and brand kits. The limits are almost endless, as long as they can be sent via postal mail. Postcards and flyers are usually used for short messages. Brochures are great for detailed information.
Delivery Service
You need to choose a delivery service to send the mail. The U.S. Postal Service (USPS) is the most common and affordable option. It provides mailing delivery services to individuals and businesses. You can partner up with other direct mail services, like VistaPrint, PostcardMania, etc. They also do the deliveries but offer templates, online design tools and more.
Why Direct Mail Still Works for Janitorial Lead Generation?
There’s a simple reason why direct mail campaign still works because it’s a well-used local advertising format despite the importance of digital things in every sector. Many commercial businesses are quick to follow the latest trends, whether it’s AI-powered solutions, SEO tactics, or social media ads.
But direct mail continues to show incredible results for lead generation, while email marketing, LinkedIn outreach, and social media may dominate the digital marketing space. It still has an undeniable engagement rate of 95%, along with high local targeting, generating high-quality leads, and other benefits.
It might seem unreasonable to include direct email in the janitorial lead generation strategy. But adding direct mail more into the strategy can help you stand out in a crowded digital landscape and give you a competitive edge.
Build Trust with the Power of Tangibility
The biggest psychological advantages of direct mail lie in its tangibility and trust-building nature. Unlike digital ads, which are always overlooked and forgotten, digital mail creates a physical presence in the recipient’s office. Physical mail often stays longer in offices, increasing the brand exposure.
It’s such a powerful tool that builds trust between your company and audience. Direct mail gives a physical presence that makes it feel valuable and trustworthy.
From personalized messaging to the smallest details of the physical piece, unlock a strong connection that lasts through the power of direct mail.
Personalize Message
Build trust and connect with the audience by personalizing the message. Direct mail is easy to customize. Create a message that connects with the audience and matches their interests by using data, like purchase history, demographics, needs, etc.
Attention to Detail
Everything that you produce is a direct reflection of your commercial cleaning services, especially when it’s the marketing materials. It’s important to make sure that there is a level of professionalism and attention to detail in high-quality design, print, paper, etc. It will show your credibility and trustworthiness.
Be Transparent
Direct mail creates the perfect space to share the products, services, price lists, commercial cleaning guides, policies and more. Recipients feel informed rather than confused and misled when you’re openly providing clear and transparent information.
Share Reviews and Testimonials
Add customer testimonials and reviews in the direct mail to serve as an easy and effective way to build trust. When recipients read the positive experiences that others have had is one of the best ways to feel great about working with the company. It will create a sense of authenticity that will develop trust in the potential client toward your company.
Keep It Consistent
Consistent branding throughout the direct mail not only helps to strengthen the company’s identity and message but can also help to build trust over time. It speaks volumes to the recipients and communicates that you’re trustworthy and low-risk to go into business with.
High-Local Precision Targeting with Targeted Direct Mail
Precision targeting in direct mail campaigns changes how businesses can connect with their audience. Direct mail can specify the purchasing behavior and personal interests of potential customers by using data analytics, a targeted list, audience segmentation and more.
Targeted direct mail is a powerful way to connect with the right audience. Direct mail can deliver the results by focusing on the specific firmographics and geographic areas that digital marketing alone can not achieve.
Use Data for Precise Audience Segmentation
Effective targeting begins with understanding the audience’s choices and needs. Segment the audience into meaningful groups make sure the message reaches the right audience.
- Firmographic Segmentation
Break down the audience based on firmographic factors for commercial cleaning, like
industry, company size, or location, to craft the message.
- Geographic Targeting
Focus on Specific ZIP codes or regions to reach the local audience or areas with higher
conversional potential.
Create a Customer Persona
A customer persona is a detailed profile of the ideal customer based on real data and insights. Using persona helps guide the targeting efforts and makes sure the campaign is aligned with the needs and preferences of the audience.
- Identify Pain Points
Understand what challenges the target audience faces and how your commercial
cleaning product or service can solve them.
- Highlight and Interests and Preferences
Customize the messaging to align with what matters most to the audience, like specific cleaning product features or benefits.
Form a Targeted List for Maximum Response
You need to create a targeted list, like a facility manager prospect list that can be customized to the customer profile. Make sure the data is clean and up-to-date for precision targeting.
- Verify Addresses
Use address verification tools to confirm recipient information and reduce undeliverable
mails.
- Update Regularly
Periodically refresh the mailing list to remove inactive or outdated contacts.
Personalize the Offer to the Target Audience
Even with perfect targeting, a generic offer may not motivate the audience to take action. Create a unique offer that aligns with the preferences and needs of the target audience.
- Personalize Offers
Address the recipient’s name and their business activity to make the message more personalized. Also include relevant and creative offers to show you understand their needs.
- Include Time-Sensitive Deals
Create urgency by offering time-limited promotions or exclusive deals through a janitorial service proposal. For example, “Book by [End Date] to claim your special cleaning offer!”
Stand Out in the Mailbox for Less Competition
The average response rate of direct mail can be anywhere from 2.7% to 4.4% notably higher than email response rates, according to the American Marketing Association. Direct mail is more valuable and impactful than ever.
So if you’re not seeing the return you’d like from the mail campaigns, it’s time to review the strategy. Use creative ways, like different formats, personalized content, interactive elements, etc., in the promotional material and stand out in the recipient’s crowded mailbox.
Innovative Formats
Use unique elements, like the cuts or interactive pieces, etc., to grab attention. Mailboxes always have striking designs, which are more likely to encourage opening and interacting with mail.
Bold Visuals and Colors
Make the appearance of the direct mail appealing with outstanding visuals and vibrant colors. Use designs that contrast highly with graphics so that those who will look at it easily spot it among others.
Personalized Content
Use customer information for the personalization of the janitorial direct mail packages to make them more relevant. As a result, messages tailored towards individual preferences will increase their engagement with the offer.
Interactive Elements
Add interactive elements like QR codes or expanded reality experiences. These can be used to link the recipient to digital content or promotions, making both physical and digital marketing accessible to them.
Direct Mail Complements Digital Marketing Campaigns
Direct mail and digital marketing can work together and improve each other’s effectiveness. The powerful synergy offers an engaging customer journey and allows you to connect with customers using different channels with unique offers.
Rather than competing with digital marketing, direct mail magnifies its efforts. Let’s say a postcard or brochure can direct recipients to visit the cleaning website or follow the brand on social media. QR codes and personalized URLs bridge the gap between offline and online. This makes it easier for customers to engage on platforms.
Creates a Balanced Multi-Channel Strategy
- Digital marketing may dominate in terms of speed, but adding direct mail into the mix creates a richer and memorable customer experience.
- When direct mail is combined with email campaigns, social media outreach, and paid digital advertising, it creates a balance that keeps the company visible everywhere.
Personalization and Automation
- By combining customer data and customer insights, the company can personalize its direct mail and digital marketing efforts.
- A consumer’s preference and behavior not only help to personalize the content but
also drive automated strategies, like programmatic direct mail and digital marketing.
Cost-Effectiveness
- It may sound doubtful, but direct mail can be a cost-effective addition to the digital marketing strategy,
- When both are combined and targeted correctly, they can reduce the marketing expenses and make sure the message reaches the right audience.
Increased Response Rates
- Direct mail paired with digital campaigns produces 28% higher conversion rates and improves response rates by 450%.
- This teamwork strengthens the brand messaging and provides multiple opportunities for customer interaction, and increases the likelihood of conversion.
Final Thoughts
Direct mail isn’t just a relic of the past; it’s a proven strategy for increasing conversions and driving qualified leads. Earlier, we discussed its unique strength and how combining it with other marketing tactics can effectively guide the prospects through their buying journey. As a result, an increase in conversion rates and closing more deals.
If direct mail is not yet part of your cleaning lead generation strategy, it’s high time to involve it in the next quarter’s planning discussion. It offers an opportunity to upgrade the pipeline with new and high-quality commercial cleaning prospects.
FAQ
Does Direct Mail Still Work for Cleaning Businesses?
Yes, direct mail still works for cleaning businesses, especially when it’s combined with digital marketing and targeted strategy. It reduces digital noise and helps to create a physical and trustworthy presence and reach the targeted audience effectively.
What Type of Direct Mail Gets the Best Response for Janitorial Services?
The types of direct mail that generally get the best response rates for janitorial services are oversized postcards, folded self-mailers, personalized letters and more. Actual success comes when it reaches the right audience with a compelling offer and a clear call to action.
How do You Target Commercial Cleaning Leads with Mailers?
Define ideal clients and create a targeted mailing list by researching businesses in your cleaning service area to target commercial cleaning leads. Then create a compelling mailer that has a clear offer,e.g., a discount or free quote, a professional design, a strong call to action, etc.
How can Janitorial Companies Track Direct Mail ROI?
Janitorial companies can use unique phone numbers, personalized URLs (PURLs), and QR codes to track the ROI of direct mail. Also track responses by calculating the overall campaign marketing spend and profit generated from those responses.
