Our Town America’s New Mover Program connects participating businesses with new residents in selected ZIP Codes. New movers receive a Welcome Package introducing them to local businesses through valuable offers designed to encourage a first visit, appointment, purchase, or service call. Depending on the program setup, businesses can also use tracking and follow-up marketing to measure responses and continue building the customer relationship.

Our Town America identifies new movers using data from multiple trusted sources that capture recent address changes and moving activity. These sources can include signals such as property and deed transactions, utility connections, credit activity, driver’s license updates, voter registrations, subscriptions, and other change-of-address information.

Rather than relying on a single source, the data is compiled and then carefully processed to remove duplicate names, addresses, and other inaccuracies. Our Town America updates its new mover data regularly so businesses can reach households that have recently entered their market.

This process helps businesses focus their marketing on verified new residents who are actively settling into their community and making decisions about where to eat, shop, and find trusted local services.

New residents receive a high-quality Welcome Package designed to stand out in the mailbox and encourage them to open and explore what’s inside. Rather than looking like a typical advertising mailer, the envelope is designed to feel like a genuine welcome to the neighborhood, helping capture attention at a time when new residents are actively getting to know their community.

Inside, new movers discover valuable offers from participating local businesses, introducing them to places to eat, shop, and find trusted services nearby. Each offer gives the recipient a reason to take the next step—whether that’s visiting a restaurant, scheduling an appointment, shopping at a local business, or contacting a service provider.

The combination of a distinctive, high-quality package, relevant local businesses, and valuable offers is designed to encourage engagement and help participating businesses turn a warm introduction into a first customer experience.

Yes. Businesses can select participating ZIP Codes based on their location, service area, customer base, growth goals, and category availability. This allows you to focus your marketing investment on new residents within the areas that matter most to your business.

Our Town America also provides category exclusivity within participating ZIP Codes, meaning only one business per category can participate in a designated ZIP Code at a time. This gives your business the opportunity to reach new movers without a competing business from the same category appearing alongside you in the Welcome Package.

Because availability is based on both your business category and the ZIP Codes you want to target, the first step is to see which areas are currently open for your business.

New mover volume varies by ZIP Code and changes over time. Our Town America’s ZIP Code Search Tool allows businesses to explore participating areas and estimate how many new movers they could potentially reach.

Category exclusivity means Our Town America works with one participating business from a particular business category within a designated ZIP Code. For example, if the pizza category is already represented in a participating ZIP Code, another competing pizza business cannot participate in that same category within that ZIP Code while the exclusivity is in place.

Our Town America’s category exclusivity is designed to prevent another participating business in the same category from competing alongside your business within the same designated ZIP Code. Instead of presenting a new resident with multiple participating businesses from the same category, the program gives one participating business the opportunity to represent that category.

Category availability depends on both the type of business and the ZIP Code you want to target. Because Our Town America provides category exclusivity within participating ZIP Codes, some categories may already be represented while others remain available. Use the ZIP Code Search Tool or speak with Our Town America to explore availability for your business.

An introductory offer gives a new resident a clear reason to try an unfamiliar business. New movers have many decisions to make and may be comparing several local options. A relevant, valuable offer can reduce the hesitation associated with trying somewhere new and encourage a first visit, appointment, purchase, or service call. The objective is not simply to redeem an offer. It is to create the first interaction that can lead to a longer customer relationship.

Effective new mover offers are generally simple, relevant, easy to understand, and valuable enough to motivate action. Depending on the business, an offer could include a complimentary product, introductory service, discount, upgrade, or another incentive for first-time customers. The best offer depends on the industry, average purchase value, customer lifetime value, and the behavior the business wants to encourage.

New mover marketing reaches consumers when many of their previous local business relationships have been disrupted by a move. A strong introductory offer can encourage the first visit, but the customer experience that follows creates the opportunity for repeat business. When a new resident has a positive experience, the business has an opportunity to become part of that customer’s new routine.

Yes. Tracking helps participating businesses understand how customers respond to their new mover marketing. Our Town America offers tracking capabilities, including TruTrak®, to provide greater visibility into campaign activity and help businesses evaluate program performance. Tracking options depend on the campaign and program configuration.

TruTrak® is Our Town America’s tracking technology designed to help participating businesses track responses associated with their New Mover Program. Tracking campaign activity can help businesses understand customer response and evaluate how their new mover marketing is performing.

New mover marketing ROI can be evaluated by comparing campaign investment with measurable customer activity such as redemptions, first-time sales, appointments, average transaction value, and subsequent purchases when those data are available. For businesses that depend on repeat customers, the value of the relationship may extend beyond the first transaction. Customer retention and lifetime value can therefore provide additional context when evaluating long-term marketing performance.

Results vary based on factors including industry, market, offer, location, campaign structure, customer experience, and other business conditions.

One of the advantages of new mover marketing is its potential snowball effect over time. Every month, a new group of residents moves into your target area and is introduced to your business. At the same time, customers acquired through previous mailings may continue to return, make additional purchases, refer others, and become part of your long-term customer base.

This means the value of a new mover campaign isn’t necessarily limited to the initial redemption or first transaction. A successful first visit can be the beginning of an ongoing customer relationship, while your campaign continues bringing new potential customers into the funnel month after month.

Consistency is important. The longer the program runs, the more opportunities your business has to reach new residents as they enter the market, generate first visits, and build a growing base of repeat customers.

A new mover’s first response creates an opportunity to begin a longer customer relationship. Businesses can build on that first interaction through a strong customer experience, retention marketing, loyalty programs, and other follow-up strategies. Qualifying Our Town America programs may also include follow-up marketing designed to reinforce the relationship after the initial response.

Yes. Follow-up postcards are offered as part of Our Town America’s Loyalty Program, designed to help participating businesses continue the relationship after a new mover’s first visit.

When a new mover redeems their initial offer and the appropriate tracking is in place, a follow-up postcard can be sent with another offer or reason to return. This helps businesses move beyond customer acquisition and focus on the next important step: encouraging a second visit and building repeat behavior.

The goal is to create a natural customer journey—from introduction, to first visit, to follow-up, and ultimately to long-term loyalty. By staying in front of new customers after their initial experience, businesses have another opportunity to turn a one-time redemption into an ongoing customer relationship.

Follow-up postcards are offered as part of qualifying Loyalty Program setups and depend on the tracking and campaign configuration.

Direct mail can be an effective way for local businesses to reach customers within a specific geographic area, particularly when the audience, timing, message and offer are relevant.

Unlike digital advertising that can quickly disappear from a screen, direct mail puts a physical message directly into the household. it can help businesses build awareness, introduce an offer and give consumers something tangible they can keep and act on later.

Our Town America makes direct mail more targeted by helping businesses reach audiences such as new movers, specific households or selected geographic areas rather than relying on a one-size-fits-all mailing strategy.

No. Direct mail has evolved, but it remains a useful marketing channel when it reaches the right audience with the right message at the right time.

The bigger question isn’t whether direct mail works—it’s whether the mail is relevant enough to earn attention. Broad, generic mailings can be easy to ignore. Targeted direct mail uses data, timing, strong creative, and compelling offers to make the message more relevant to the recipient.

New mover marketing is a good example. Instead of sending the same promotion to everyone in a market, Our Town America reaches consumers during a major life transition, when they are actively looking for new restaurants, healthcare providers, home services, retailers, and other local businesses.

The physical experience matters, too. Our Town America’s Welcome Package is intentionally designed to stand out in the mailbox and encourage new residents to open it, with valuable local offers that give recipients a reason to engage and take action.

Direct mail can also complement digital marketing. A recipient may discover a business through the mail, then search for it online, visit its website, read reviews, follow it on social media, or make a purchase later. The mail piece can create the initial awareness that influences those later actions.

Successful direct mail starts with reaching the right audience with the right message at the right time. Strong campaigns typically combine accurate targeting, attention-grabbing creative, a clear value proposition, a compelling offer, an easy-to-understand call to action, and a way to track response.

The physical mail piece matters too. Quality design and presentation can help a piece stand out in the mailbox and encourage recipients to engage with it rather than immediately discard it.

For new mover marketing, timing adds another important advantage: the message reaches consumers while they are actively establishing new routines and making decisions about local businesses.

Our Town America’s Birthday Postcard Program helps businesses connect with consumers around their birthdays using targeted direct mail and a relevant offer. Birthday marketing creates an additional reason for consumers to visit, dine, shop, or celebrate with a participating business.

Birthday marketing can be particularly relevant for restaurants, entertainment businesses, salons and spas, retailers, family attractions, and other businesses where birthdays naturally create an occasion to visit or make a purchase. A compelling birthday offer can encourage a visit while giving the business an opportunity to create a memorable customer experience.

Yes. In addition to the New Mover Program, Our Town America offers other direct mail solutions, including Targeted Postcards, the Birthday Postcard Program, and EDDM options. These solutions allow businesses to use direct mail for different marketing goals, audiences, promotions, and geographic strategies.

Targeted Postcards allow businesses to deliver promotional messages directly to selected households based on campaign goals and available targeting criteria. Businesses can use targeted postcard campaigns for customer acquisition, promotions, seasonal campaigns, special events, new locations, and other marketing initiatives.

Every Door Direct Mail, or EDDM, allows businesses to reach households along selected postal routes without targeting recipients specifically because they recently moved. New mover marketing targets households based on a recent move, while EDDM is designed for broader geographic coverage. The appropriate strategy depends on whether a business wants to reach a specific life-event audience or build awareness among a broader group of households within a geographic area.

You don’t need a large marketing budget to start reaching new customers. The key is using your budget strategically and focusing it on the audiences and geographic areas that matter most to your business.

Our Town America allows businesses to target specific ZIP Codes and choose marketing solutions based on their goals, service area, and available budget. Instead of trying to reach everyone, you can concentrate your investment on the households and opportunities that are most relevant to your business.

For new mover marketing, this means reaching a continually changing audience of new residents entering your selected area rather than repeatedly advertising to the same general population.

Yes. Many local business owners don’t have an in-house marketing team or the time to plan, design, coordinate, and manage campaigns themselves.

Our Town America helps simplify the process by working with businesses on targeting, offers, creative, production, mailing, and applicable tracking. Instead of having to coordinate multiple vendors, businesses can work with an experienced team to get their direct mail campaign into customers’ homes.

This can be especially valuable for small businesses that want professional marketing support without building an internal marketing department.

Yes. Our Town America’s direct mail solutions can be used together as part of a broader local marketing strategy.

For example, a business might use the New Mover Program to continuously reach residents entering the community, Targeted Postcards for a seasonal promotion or specific audience, EDDM to build broader awareness within selected neighborhoods, and the Birthday Program to create another timely reason for customers to visit.

Using multiple products allows businesses to reach different audiences and support different goals instead of relying on a single campaign or marketing touchpoint.

Our Town America can help businesses determine which combination makes sense based on their market, objectives, service area, and budget.

Start with the customer you want to reach and the action you want them to take.

If you want to introduce your business to people who recently moved into your community, the New Mover Program may be a good fit. If you want to target a specific audience or promotion, Targeted Postcards may make more sense. If your goal is broad geographic awareness, EDDM may be appropriate. And if birthdays naturally create an opportunity for customers to visit your business, the Birthday Program can provide another targeted touchpoint.

Our Town America can help evaluate your audience, geographic area, campaign goal, and budget to determine which solution—or combination of solutions—fits your marketing objectives.

Direct mail doesn’t have to replace your digital marketing. It can create another touch point that helps consumers discover and remember your business.

Someone may first see your business in their mailbox and later search for your company online, visit your website, read reviews, follow you on social media, or respond to a digital ad. In that journey, direct mail helped create the initial awareness even though the eventual conversion happened online.

Combining physical and digital touch points can help local businesses stay visible throughout the customer decision-making process.

Start by checking whether your business category and desired ZIP Codes are available. Our Town America’s ZIP Code Search Tool can help you explore available areas and see how many new movers you could potentially reach. From there, Our Town America can help you evaluate the appropriate program, target area, and offer for your business.