According to the most recent U.S. Census Bureau data, nearly 8% of the U.S. population moved in 2024 — roughly 26 million people across 15 million households nationwide.
This movement creates massive opportunities for the furniture stores, moving and storage companies, home décor retailers and local service providers who are open to using targeted direct mail for new movers. Research from Deloitte reflects the extraordinary consumer behavior triggered by moving to a new home, all of which can be directly addressed via strategic direct mail marketing solutions.
This blog will explore the concept of targeted direct mail marketing services in general and how new mover direct mail companies use the power of data to reach new movers cost-effectively. We will finish by exploring the best practices for creating a successful new mover direct mail campaign as well as some tips for direct mail for movers specifically.
Direct mail marketing encompasses a wide variety of tactics with one key common denominator — the marketing materials are sent directly to a recipient’s mailbox. Each direct mail advertising format serves a unique purpose and can be tailored to different campaign goals, budgets and audiences. Direct mail programs commonly revolve around the following mail piece formats.
Direct mail postcards
Postcards are one of the most cost-effective and versatile forms of direct mail marketing. They’re ideal for short, impactful messages — like announcing a sale, promoting a grand opening or offering a discount. Their open format ensures the message is seen immediately, without needing to be opened.
Letters and Envelopes
Traditional direct mail letters offer a more personal and formal approach. They’re often used for detailed messages such as service introductions or financial offers. Including a personalized letter in an envelope can create a sense of importance and exclusivity.
Self-Mailers
A self-mailer is a folded piece of mail (like a brochure or flyer) that doesn’t require an envelope. It’s a great way to include more information than a postcard while keeping direct mail program costs lower than a letter package.
Catalogs and Booklets
Catalogs are ideal for showcasing a wide range of products or services. Direct mail campaigns based on catalogs are commonly used by retailers and service providers who want to give recipients a comprehensive look at their offerings.
Dimensional Mailers
Dimensional mailers are direct mail packages or boxes that stand out in the mailbox. They’re more expensive to produce and send but can yield high engagement rates due to their novelty and perceived value. They are often used for B2B or high-value consumer campaigns.
Coupons
Coupons are direct marketing solutions that are intended to drive immediate action. Whether included in a postcard, letter or flyer, they’re especially effective for restaurants, retail stores and the types of local services mentioned previously.
Targeted direct mail marketing is the practice of sending personalized, relevant mail to a specific audience based on data such as demographics, location, behavior or life events. Unlike mass mailings, targeted direct marketing solutions are designed to reach the right person with the right message at the right time.
Targeted direct mail marketing relies on data-driven insights to gain this advantage. Marketers can segment their audience using criteria such as:
In the case of targeted direct mail for new movers, the life event is the move itself. Next, we will explain how this piece of life event data allows for precise audience segmentation and highly personalized messaging — which increases the likelihood of engagement and conversion.
It’s no secret that digital marketing now accounts for the largest share of the average marketing budget. However, direct mail marketing continues to prove its value as a powerful, tactile and highly targeted marketing channel — especially among new movers. Here’s why.
The New Mover Mindset
When people move, they’re in a state of transition. They’re actively seeking new providers for everything from furniture and healthcare to financial services and entertainment. This creates a rare window of opportunity where brand loyalties are reset and consumers are more open to trying new products and services.
The Power of New Mover Direct Mail
New movers are a highly valuable audience for marketers, representing a flurry of purchasing decisions, lifestyle changes and brand-switching opportunities. Direct mail campaigns, in turn, are among the most effective ways to reach and influence this lucrative audience for four reasons.
1) Relevance
Proprietary data sources allow new mover direct mail companies to target an audience with precision. No direct marketing dollars are wasted on people who have lived in their homes for many years and are, therefore, not “in market” for certain services.
2) Presence
Based on the “move to” address of the recipient, direct mail can introduce movers to businesses and services located nearby. No money is wasted on marketing to people who live outside the immediate geographic area.
3) Credibility
Printed materials often feel more trustworthy than digital ads, especially when they include personalized offers or neighborhood-specific messaging.
4) Timeliness
As the Deloitte research indicates, new movers make a lot of purchasing decisions as a result of the life event. A well-timed coupon or welcome package can drive immediate action among time-crunched new movers actively looking for deals on furniture, appliances, home services and more.
We’ve established that new movers are actively seeking local services, home essentials and community connections — making them ideal targets for direct mail marketing plans. However, to truly stand out in the mailbox and win their loyalty, your direct mail programs need to be strategic, timely and personal.
Here are the best practices for creating a successful direct mail campaign that resonates with new movers and drives results.
1. Start With Accurate Data
The foundation of any successful direct mail campaign is high-quality data. For new mover direct mail campaigns, this means sourcing data that is:
2. Craft a Warm, Welcoming Message
Moving is stressful and new movers are often overwhelmed with decisions. Your marketing direct mail pieces should feel like a friendly introduction, not a hard sell. Focus on:
3. Offer Real Value
New movers are budget-conscious and looking for deals. A compelling offer can be the difference between direct mail advertising that is tossed or acted upon. Consider:
4. Design for Impact and Clarity
Your mailer should be visually appealing and easy to digest at a glance:
Bonus Tip: Postcards are especially effective for new mover campaigns because they don’t require opening and deliver your message instantly.
5. Personalize Whenever Possible
Personalization increases response rates. Even simple touches like using the recipient’s name or referencing their new address can make direct mail marketing feel more relevant. Advanced personalization might include:
6. Time It Right
Timing is everything in a new mover campaign. Ideally, you want to reach recipients:
Bonus Tip: Create a multi-touch campaign that nurtures the relationship over time rather than relying on a single contact.
7. Track and Measure Results
To understand what’s working and improve future campaigns, you need to track performance. Consider using:
8. Integrate With Digital Channels
Direct mail is even more powerful when combined with digital marketing. An omnichannel approach increases brand recall and improves conversion rates. For example:
All of the above best practices apply to any direct mail marketing strategy for moving companies. However, the element of timing is especially critical in the moving and storage industry. Unlike a furniture retailer or dental office, a moving company must make contact with the new mover long before the move date in order to be successful.
For direct mail marketing for moving companies, verified pre-mover data is absolutely essential. Data sources exist that enable new mover direct mail companies to identify — and reach — prospective new movers well in advance of the move. The benefits of direct mail for movers are amplified by being first in the mailbox, enabling a moving company to create a relationship and secure a signed contract with the customer long before competitors are even aware of the opportunity.
Taylor is one of the most sophisticated direct mail marketing providers in North America. All of the direct mail marketing services described above are available in one partner. Taylor combines state-of-the-art printing technology (including lenticular print effects) and industry-leading data management techniques to deliver all types of direct mail campaigns including:
In addition, our Mover 2.0 data source offers the type of verified pre-mover data insights needed by moving and storage companies. Direct mail flyers for moving companies and moving company direct mail postcards have a built-in advantage when they arrive in the mailbox long before the move has occurred. Thanks to Mover 2.0, Taylor is able to:
See for yourself the importance of a direct mail marketing campaign for new movers — especially when that campaign is powered by Mover 2.0 data. Contact Taylor for fresh direct mail marketing ideas, including our precisely targeted new mover direct mail campaigns.