Optimizing my direct mail marketing

[Julius Dixon]

Does anyone know anything about optimizing direct mail marketing?

I’m trying to be diligent in analyzing the data about my mailer's responses. I have a spreadsheet that will list a couple things, and I want to vary it up to see what combination will produce the most optimal results. Some things include

- Letter type – handwritten letter in the mail (“Hey, I’m Julius and I want to buy your property, please call me at [number]”; more formal, typed letter, any other variations people think I should include

- Address of property

- Address of owner

- Date sent (anybody know how often I should send?)

- Response

- Contact info of response

- Any other criteria??

Anybody know of any good combinations that work for them, or does anybody have any resources that I can read about effective direct mail marketing??

I tried to set up a google voice to take the calls and get a message but I seriously failed at that. I couldn’t change my greeting and online instructions didn’t match what was present on my computer screen. Very frustrating.

[Justin Silverio]

@Julius Dixon Claire hit on a number of good points.  Let me start by says an effective campaign starts with your lead list.  If you don't have good data and aren't pulling niche lists (not the lists that everyone pulls, i.e., absentee, equity, etc.) then the effectiveness of your campaign will be poor.  It takes time to build a good list but the time is well worth it as it will fuel your company with DEALS.  

Next, look into what will make your mailers stand out from your competition.  It's very easy to spot that most investors use yellow letters and other generic style mailers.  Since this is the case, being creative with your will do wonders for your effectiveness.  There are certain ways to accomplish this the right way and come off professionally so take some time to think about how your prospect will react to the mailers.  Also, I switch it up between handwritten letters and professional letters.  I personally don't use postcards becuase I don't think they work as well as letters.  However, if you have a big list >10k+, or want to test out a new list, then postcards are a good way to mail these while keeping your costs low.

Finally, be consistent and follow up with your prospects.  This is key to a good marketing campaign.