When residents move into a community, they bring their wallets with them. These new neighbors can mean dollars for local small businesses, so it is important that they reach out with advertisements and special offers. One of the best ways to accomplish this is to send information through direct mailing lists.
For example, grocery stores across the country have found that communicating with new residents through their mailboxes is a great way to develop a lasting relationship. These consumers get a new "go-to" market, and the stores get fresh, loyal customers.
Direct mail programs have been particularly beneficial for grocery stores and other merchants because many mailing lists are available that highlight only new residents. These marketing efforts are far more targeted, trackable and personal than email messages or other platforms, and campaigns can often be run for a fraction of the cost of other methods.
For Brad McAnally, general manager of a Hy-Vee supermarket in St. Joseph, Missouri, his company's direct mail program for new residents really hits home because he was once the new kid on the block.
"I remember what it was like when I moved to this small town - I didn’t know where to go or what to do and the people who were first to reach out caught my attention," he explained.