5 tips to unpack more ROI from new mover and pre-mover campaigns

New movers are an active and lucrative audience segment – if you can catch them early. New movers spend more in the first six months of moving than average consumers spend in three years, and they are five times more likely to become long-term customers if you reach them ahead of the competition. Plus, research shows they are highly likely to switch brands. In fact, more than one-third of brand switching can be attributed to a change of residence.¹

So, if this segment is on the lookout for new product and service providers, and they exhibit notable increased spending behaviors, you may be thinking – why isn’t everyone pursuing movers?

Taking advantage of the short buying window for new movers and pre-movers requires real-time behavior and transaction-based intel so your brand can find these consumers – fast. Time is of the essence, and to generate measurable ROI, you need to get in front of these groups well before they’re comfortably settled in their new brand relationships.

Here are five tips to help you get the most value from your new mover and pre-mover campaigns.

1. Anchor your campaign in quality data

A black and white lens can’t offer a technicolor audience view. That’s why single-source providers usually aren’t as effective. For instance, a rental sublet listing doesn’t give marketers enough information to engage effectively with an audience. You need to know more. What type of residence are they moving to? Are they upsizing or downsizing? Are they moving across town or across the country?  The devil is in the details, and a multi-source data pool that aggregates intel on a broad scale from a vast number of sources is vital to getting a complete view.

From confirmed actions like credit applications, membership changes, and new utility/telco connections, to intent signals like online search and shopping behaviors, synthesizing data from the largest possible realm of qualified, credible sources yields the most actionable insights. 

Of course, speed matters, too. Historically, by the time new mover and pre-mover data was delivered to marketers, the buying window was closed. Not anymore. With a full-service data partner like Deluxe, direct mail can be in consumer mailboxes within five days of a trigger event.  

The possibilities associated with today’s data rigor and access means brands can now rapidly pinpoint the mover segments that are most likely to engage. But acquisition requires the right messaging.

2. Make them feel special with a valuable offer

Moving is a big deal, and amidst the chaos and never-ending checklists of things to do and buy, people are desperate for helpers. If your company can make a new or pre-mover’s life easier, and/or save them some money, you have a great shot at acquiring a new customer. 

If you don’t have a cash incentive or aren’t properly competitive in your market, you’ll be indistinguishable amidst the marketing flurry. That’s why it’s imperative that your campaign creative cuts through the clutter to resonate with a mover’s mindset. Make them feel special with an exclusive offer that addresses their top priorities and wishes. Aim to delight and drive response, and if you have new mover services or resources available, highlight them as a secondary messaging point. Be of service at a mover’s time of need, so they feel at home with your brand.  

3. Give them choices, but not too many 

In general, consumers like to feel they’re in control. But amidst the hubbub of moving, too many options can be overwhelming. That’s why narrowing the selection for new and pre-movers can be a smart way to help them maintain a sense of agency, without feeling inundated.

Rather than showcasing all the products your company has to offer, focus on the core product that may be of interest to a mover, and offer a few variations. For instance, if you’re a telco company, your messaging could center on internet, while highlighting a few speed options to choose from. If you’re an insurance company, bundled offers are another great way to give customers a sense of ownership without overcomplicating things. As much as consumers prize flexibility, they also value simplicity. Satisfy their immediate mover needs by streamlining your creative.

4. Test and learn, rinse and repeat

Experimentation and continuous improvement are critical to campaign success for every customer segment. In the new and pre-mover space, this could involve creative modifications, A/B testing, or even dual offers on the same piece to assess product response against geographic or wealth profiles. For instance, a financial institution could have aggregated pre-mover data for certain zip codes. If this data included investable asset information – which may indicate a higher propensity to open a premier checking account – the bank may choose to send out a direct mail piece offering both free and premier checking products. Tracking results from ongoing strategy tests will refine your focus and ensure you’re squeezing the most value out of your marketing.

5. Keep your brand fresh with omnichannel touchpoints

To avoid brand fatigue or annoyance and optimize the consumer experience, diversifying your channel strategy is a key element of any campaign. But it’s even more critical with frazzled pre- and new movers. Perhaps they’re letting the paper mail pile up, but they’re reading emails. Or maybe their inbox is going by the wayside as they focus on mobile shopping. The goal here is to make sure you brand is where consumers want – and need – you to be.

Direct mail has historically been the primary channel for mover campaigns, but email and lower cost digital channels are picking up steam as brands stitch together cost-effective, personalized, automated journeys that meet people where they are. From paid search, paid social, and programmatic display, to direct mail, email, and outbound phone, deploying a mix of online and offline channels according to key business objectives, customer engagement data points, and success metrics will form the basis of an optimal media plan.

Make your move 

New and pre-movers have a high propensity to switch brands, but your potential share of wallet diminishes rapidly with time. Maximize your marketing ROI now with a well-designed mover campaign.

Sources:

1. Oliver Wyman, “Path to Purchase” study.