5 Key Factors for Direct Mail Success
9/28/2018 by Justin
Are you taking steps to make your direct mail campaign a success?
Open Letter Marketing has been in the game for awhile now and we’ve found out what it takes to level up. Several factors are listed below that contribute to campaign success. Interested? Check out the 5 key factors for direct mail success below.
- List
Your lead list is the foundation of your direct mail campaign. You need a quality, niche list to set yourself up for success when it comes to direct mail. To make sure you are finding the most motivated sellers you need to maintain, scrub, and continue to build your list so that you are always keeping your list up to date and tidy.
A good tip to keep your list looking good is to send your first mailer via first class so that you get your returned mailers back and you can remove vacant or undeliverable addresses from your lead list.
- Frequency
Beating out the competition isn’t as difficult as it may seem. Statistics show that the longer you send mailers out, the higher the likelihood that your competition stops sending their mailers. It’s pretty simple to calculate from there that if you’re consistent, you’ll be the only business in front of your prospective client’s eyes. Conclusion? Sending mailers consistently pays off to reinforce your message and ultimately get that ROI. Look into multi-touch campaigns to automate the follow up process, so that you do not need to remember to re order your mailers each month.
- Look
Consumers can identify advertising really easily with a traditional mailer like a yellow letter. As soon as they see a coupon style postcard, into the trash it goes. That’s why we specialize in making mailers that value personalization. Fonts that mimic genuine handwriting help the recipient feel that you’re a real person communicating with them. It shows care for your prospective client and builds credibility as they continue to receive mailers.
- Messaging
When choosing the content of your mail piece, your call to action wording is important. You have a short time to capture attention and communicate your message before the recipient loses interest. With this in mind, create calls to action that are clear and prominent. One of our templates features this phrasing, “Please call if you’re interested in selling.” It is clear, straightforward and displayed on its own line making it easy to read.
Another component to keep in mind is that you want to show your value to the prospect. Why should they choose you? How can you solve their problems? Keep all of this in mind when drafting up your content or choosing a template to send.
- Testing
Choosing what type of mailers to send, what postage to use, etc will depend highly on your mailing list. That’s where testing comes in handy. We always suggest trying different tactics and keeping track of their success. Direct mail is ever changing but it is still one of the most effective marketing strategies for real estate investors. Some testing to find a winning combination for your business is definitely worth the effort.
For more tips on what would be best for your direct mail campaign, contact Open Letter Marketing at 978-269-0245. We can’t wait to hear from you.
