Direct Mail


A direct mail promotion can be effective if done correctly. The one (above) sent by a Raleigh HVAC company perhaps not so effective.

On the address side….it indicates “Service Notification”

On the reverse side….”Service Request”. It further states – maintenance on a your air conditioner is required. Your charge for this maintenance service is only $79.

The test of course is the response rate versus the cost of the direct mail promotion.

Why would one respond to this direct mail piece?:

  • There is nothing about the company
  • The notice implies that the manufacture’s warranty is null and void
  • The price is $30 more than most other HVAC companies.
  • The words Service Notification and Service Request convey a wrong impression.

I would suggest that this is not an effective marketing strategy and/or direct mail promotion.


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