The Maintenance Check is in the Mail, and Other Ways to Reach the Services Consumer

Please Fill Out the Form on the Left to Download

Here’s a message that should get a direct marketer’s stamp of approval: The best way to sell consumers carpet cleaning, life insurance or other household services is through the mailbox – both of them.

Postal mail and email are among the most-used methods of gathering information among consumers, according to a North American survey by ICOM, a division of Epsilon Targeting. The question is: Wouldn’t marketers want to stop there?

When you consider the full spectrum of channels and the category, it seems a hodgepodge, with consumers less likely to use online sources, mobile or the radio. Yet it quickly becomes clear that in fact there is still a case for including multiple channels and multiple touch-points – in what combination is the key.

Determining why consumers are using these channels less, why they tend to prefer mail slightly more, and then using the data to engage them appropriately across the modes of communication that make most sense for your product category and customer segment provides the winning formula - from the mailbox to the company website; from email to social media.