I mentioned in a post about my "business reboot" that I was starting a progressive direct mail marketing campaign. I'm looking for advice, suggestions, or any other comments on improving my campaign strategy for a more aggressive direct mail marketing strategy for absentee owners. I am using yellowletters.com.
My first postcard batch went out Nov 3rd. (and surprisingly the first call I received is now under contract). My second batch goes out next week. The week after that I'm starting my first batch of typed letters. I plan on sending 7 batches for each campaign, going out every 4 weeks. Each batch is about 800-900 leads.
The idea was to do a split test to see which works better, but I've read other posts where some people recommended mixing up the mail type (eg: letter, postcard, zip letter) verses staying with the same mail type (only letter, postcard, or zip letter). Any comments on doing those strategies? My plan was to stay with the same mail type for 7 batches and then afterward put them in a general mail piece that switches mail types on a less frequent basis. Should I start my 3rd campaign testing the mixed mail type strategy?
Also, about what % of return mail is the norm? I received about 3% from my first postcard batch. Is it worth saving those leads for future reference to see if a newer mailing address is updated online.
In January I'd like to crank up the marketing efforts so any comments or suggestions is appreciated. Thanks!
I love the split test idea to find out what works better. And I also think you should mix things up. We don't always send different media, but we change the message up (for example, a series of 6 different postcards that we'll cycle thru).
But since you're using yellowletters.com, I'd say yes, shake it up. Try letters, postcards, and zip letters.
The game is about touching your target audience consistently with an "actionable" message -meaning, they know how to reach you when they need what you offer. I'm not sure if the different media matters at all. Make sure you touch your prospects at least 7 times - that's the real key, no matter the media.
Thanks @Dev Horn . I have planned to use different postcards/letters for each batch. I keep thinking maybe it's better to keep with that and have the 3rd campaign mixed to get the best picture.
Also, remember that this is a numbers game. The guys winning in this business have been "touching" people repeatedly with a similar message for years in many cases. We're no different than plumbers, carpet cleaners, or construction companies - we all have to invest in establishing a name for ourselves in our communities.
You don't just walk into this business and get a "trophy". It's about building a RELATIONSHIP with thousands of people over TIME. If you're not committed to a long-term marketing strategy, you're not committed to building a real REI business. The guys who are ALL IN, those are the guys who WIN. @Chris Bounds you sound like a guy who is committed to this, you're sharp, your plan sounds good, you have a great vendor partner there... go kick some A**!
@Dev Horn thanks for the comments. I've been factoring in the time factor. I just want to get a jump start on packing my lead funnel. I'll post follow ups on how the campaigns pan out.
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