A food delivery company in California had capped out their net new prospecting audience and was at the time unable to extend to new markets.
Search for a way to find new acquisitions instead of touching households multiple times.
The Postie Solution
A New Mover campaign is a Postie tactic that compiles a mailing list of addressable audiences who have submitted a National Change of Address to the United States Postal Service in the last 30, 60, or 90 days.
This food delivery company utilized the New Mover marketing tactic to reach a target audience of households new to their delivery area with direct mail. This new mover postcard introduced new residents to their food delivery service, thus reaching a fresh audience in an otherwise capped market.
Over 6 weeks the Postie platform tracked and presented results for new business in real time. With this particular client, the campaign continued to improve efficiency each day with the peak performance landing in between 20 – 45 days and particular segments showing incredible performance within the first 5 days in home. Ultimately, the client was very happy as their revenue and CPA goals were met month after month.
Postie’s New Mover marketing campaign offers a unique opportunity to target a less crowded segment of the market. Since new movers are unfamiliar with the local businesses and/or service and coverage of national brands, they’re often more open to trying new products or services.
Another benefit of this tactic is the opportunity for businesses to establish loyal customer relationships early on. These fresh consumers are more likely to continue patronizing the business even after settling into the area, which supports long-term growth and brand loyalty.
Households that had recently moved within an addressable market received a direct mail piece with a special new customer promotion and within a 30-day window converted. The conversions were matched in real-time from the billing address at checkout to the home address where the postcard was mailed.