Cleaning company marketing built around the first-time customer

The documented audiences and offers. Mail owner-occupied homes, new movers, or past customers for reactivation, with an introductory offer, seasonal offer, free estimate, or repeat-customer offer.

One team. MBI is one company that plans, produces, and delivers direct mail, print and digital campaigns from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.

direct mail mailing lists →targeted direct mail →direct mail marketing services →

The documented campaign. Facebook lead-generation campaigns are documented for cleaning services; local ads can collect a prospect's contact details through a lead form.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

digital advertising services →direct mail and digital marketing →

The documented follow-up. Use an automated text response immediately after a lead form to continue the conversation and book a cleaning job.

CTIA's Messaging Principles and Best Practices are a set of voluntary best practices developed by CTIA's member companies. They state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message from the consumer's mobile device that contains an advertising keyword, initiating the text message exchange, signing up at a point-of-sale or other on-site location, and opting in over the phone using IVR among the mechanisms by which a consumer might demonstrate opt-in consent; senders should also document opt-in consent by retaining, among other data, the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices, §1 and §5.1.2

CTIA's Messaging Principles and Best Practices state that message senders should not use opt-in lists that have been rented, sold, or shared to send messages and should create and vet their own opt-in lists, that consumers should have the ability to opt out of receiving messages at any time and through multiple mechanisms including phone call, email or text, and that senders should acknowledge and honor all opt-out requests by sending one final opt-out confirmation message per campaign.

CTIA Messaging Principles and Best Practices, §§5.1.3–5.1.4

digital advertising services →direct mail and digital marketing →

The documented formats. 4x6 postcards, 6x9 postcards, letters.

USPS Domestic Mail Manual 201.1.2.1 sets card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with a card more than 4-1/4 inches high or 6 inches long required to be a minimum of 0.009 inch thick; at not more than 4-1/4 inches high, 6 inches long or 0.016 inch thick for each stamped card or each half of a double stamped card or double postcard; and at not more than 6 inches high, 9 inches long or 0.016 inch thick for each postcard; and requires an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive. 201.1.1.1 sets machinable letter-size mail at not more than 11-1/2 inches long, 6-1/8 inches high or 1/4 inch thick.

USPS Domestic Mail Manual 201

In house. Printing at MBI is commercial and variable-data printing produced in house.

postcard mailing services →direct mail cost →printing services →

The three documented campaigns. The three researched cleaning campaigns are a first-time-customer direct-mail offer, a Meta lead-generation campaign for local residential-cleaning clients, and an immediate SMS follow-up after a Meta lead form.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail mailing lists →direct mail marketing services →home services marketing →