Home Security Marketers: Pivot Your Marketing Strategy to Secure New Customers in 2021


As consumers have spent more time at home since the onset of COVID-19, many are focusing more on their homes, including keeping them safe. In the next 12 months, 10 million households are expected to purchase a home security system, including 3 million switchers. By 2023, 37 million U.S. households are expected to own a home security system, up from 24 million today.

Does your marketing strategy position you to secure your share of these home security shoppers? Download our infographic for a quick summary of the top facts home security providers need to know, and keep reading for additional marketing insights to inform your strategy.

Did you know? Nationwide, 72% of home security or alarm system customers responded to an ad or coupon in their mailbox in the last 12 months.

Engage them with compelling offers in their mailbox to capture these consumers before your competitors do, and increase your ROI.

Why Direct Mail?

Adding a direct mail component to your marketing mix gives you a powerful tool to help achieve your goals. Engagement with the mailbox is at an all-time high:

  • Consumers spend 11 Minutes spent sorting, opening, and reading mail daily.
  • 79% of recipients look forward to checking their mailbox each day.
  • Daily mail engagement has increased 69% since March 2020.

Direct mail does more than simply engage consumers; it drives activation and purchase intent.

  • Advertisers achieve a 33% lift in unaided ad awareness when print is integrated with digital campaigns vs. digital-only campaigns.
  • When print is paired with digital media, advertisers see as much as a 30% increase in response.
  • Print drives 11% purchase intent compared to only 4% with digital alone – That’s a 175% increase in purchase intent when anchoring your digital campaign with print!

Direct mail cost-effectively reinforces your brand and blunts competitors. With many home security customers looking to switch, keep your brand top-of-mind by targeting your customers’ and best prospects’ mailbox and blunting competitors.

Product Solutions to Fit Any Need and Budget

Rethink your marketing strategy to secure customers now and into 2021 and beyond. A marketing mix utilizing our targeted solutions will position you to capture your most profitable customers while maximizing ROI.

Impact Postcard: Because it mails outside our package, the Impact Postcard gives your message the benefit of looking like a stand-alone piece at a fraction of the cost of traditional postcard delivery. This stand-alone, high visibility piece can help blunt competitors, and offers personalization/variable messaging to current and potential customers.

Targeted Insert: Available in 9 sizes to maximize your budget and extend reach, our Targeted Inserts feature your business on a 2-sided, full-color piece that targets your ideal consumers with no wasted ad spend. These are highly targetable to allow you to reach niche consumer types (owner occupied, desired income levels) while including brand-specific variables.

Quick Response Program: Target movers as they make purchasing decisions for their new home with Quick Response. More than 70 brand decisions are made during a move, with consumers spending an average of $9,000. Additionally, movers are 5x more likely to become long-term customers. The Mspark Quick Response Mover Program is a trigger-based solo postcard that gives our clients the flexibility to target pre- and new movers and reach their mailbox within 2-3 days when they are quickly making purchase decisions.

Outside Wrap Page: Stretch your marketing dollars and achieve maximum visibility on the outside of the mail package for mass reach and continual engagement and brand awareness in the marketplace.

For a quick summary of tips to help you create a successful marketing plan, as well as a success story, download our infographic here. If you have ideas or want to talk more about integrating direct mail into your multi-channel marketing strategy to drive better ROI, reach out anytime.

Sources: 2020 Home Security Consumer Shopping Study – SafeHome.org; Growth Opportunities in the Global Home Security Market (prnewswire.com); AdMall AudienceSCAN 2020; USPS Consumer Mail Moments, Spring 2020, Summit Research; Millward Brown Print Campaign Analysis; IPC Cross-Border E-Commerce Shopper Survey 2017

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