Mover Marketing: An Opportunity Internet Providers Can’t Afford to Miss

Mover marketing is a tremendous opportunity for internet providers to increase market share. Before and during a move is a key time that consumers consider switching internet providers.

Did you know?

  • 38% of movers are likely to try a new internet provider
  • 48% of ALL movers plan to find an internet provider
  • 51% of millennial movers plan to find an internet provider – younger millennials are even more likely to find an internet provider…don’t discount this important demographic segment…they are your key to future growth.

Reaching more movers quickly as they make decisions around choosing an internet provider is key.

  • Reach them faster than the competition to reach them when it matters most.
  • Identify more new movers in your service area to ensure you don’t miss out on any opportunity for a customer.
  • Engage new movers where they make purchase decisions to drive engagement and convert new movers into customers.

Reach Movers Faster Than the Competition

Data Feed, Validation Process, Speed to Print:

  • We receive a DAILY new mover list that has been through the validation process confirming new movers.  Once that list is received, an automation process occurs identifying all the movers that fall within our customers defined trade area.  That final list of new movers is sent to the printer within hours of receiving the daily data feed. The printer then prints and turns those pieces around to the mail stream within 24 hours.
    • Other mover programs do not support daily list and printing feeds.  The data gathering occurs over a week or more before validation. The files are then sent to print where standard printing timelines apply.
  • Days to Mailbox:
    • Mspark uses First Class postage, which ensures the fastest delivery times for your message.
    • Other mover programs use 3rd class mail which typically takes a week or longer to arrive.
  • Many competitive mover programs use a co-op package that includes multiple advertisers.  The standard for these programs is to go to market once a month or quarterly, meaning your message arrives long past their move-in date.

Reach More Movers Than Other Programs

We have MORE sources than the standard mover program.  This means two very important things:

  • The number of data sources allows us to identify as many new movers as possible, meaning you reach 15% more than the competition.  These triggers are based on consumer actions in the marketplace and the timing of when they take these actions.
    • NCOA (National Change of Address form) – only 30% of movers complete an NCOA.  Mover programs that rely on this as their data point are missing 70% of new movers.  Additionally, completion of these forms depends on the consumer, meaning they can occur at any time pre or post move.  This creates an issue with the timeliness of the data and where they are in the moving process.
    • Utility, Phone and Cable connects create a higher quality data source, as these are standard services established by movers and some of the first steps completed after purchasing a home.
  • The number of sources helps validate a true mover.  Other mover programs lack the data sources and validation processes needed to complete this step.

Reaching 15% more movers can mean more revenue.

Consumers Across All Age Groups Engage with the Mailbox

Checking the mail is part of the daily routine for most. No other advertising, including broadcast and the internet, requires you to pay attention and make a decision like the mailbox does.

Coordinated Exposure Boosts Digital Strategies

  • When direct mail and digital advertising are combined in a coordinated campaign, response rates increase up to 118% and conversion rates increase as much as 28% compared to print alone.
  • 92% of consumers are driven to online activity after receiving direct mail.
  • Consumers of all ages are likely to make a purchase after receiving both print and digital advertising from a brand:
    • 50% of millennials
    • 47% of gen X
    • 32% of baby boomers

Learn more about mover marketing and other trigger marketing opportunities. Reach out today to plan your strategy.

Sources: Speedeondata.com; Millward Brown Print Campaign Analysis; Simplifi; USPS Mail Moments Sprint 2021