The number of businesses using direct mail marketing now compared to 10 to 15 years ago is staggeringly higher.
We are noticing that after the temporary dip, now there are more and more business owners and marketing managers who understand and appreciate the effectiveness of direct mail marketing.
Our clients who are doing direct mail marketing right now include mortgage brokers, real estate investors, telecom companies, insurance agents, investment advisors, non-profit organizations, and many others.
I’ll be the first to admit that while it used to be exciting for a consumer to receive a direct marketing piece in the mail, and they were not only looked at but actually read, nowadays you have to work a little harder to really catch your prospects’ attention.
By the way: I was surprised to learn that the term Junk Mail can be traced back to 1954. (Online Etymology Dictionary). I thought it was much more recently than that. But I always say, if you are doing your direct marketing properly, and using a list broker to help you narrow your target market down thoroughly, then you are NOT sending junk mail. There’s a difference between sending out your direct mailing piece to anyone with a pulse and sending it out to people who match your current customers who could truly benefit from your offer and willingly act on it.
So how can you make your direct mail marketing piece more effective and increase your sales revenue?
As a business person involved in renting mailing lists, selling and/or promoting something by direct mail you should already know that the most important aspects of your mailing have to do with the sales letter you send out and the mailing lists you use. With these thoughts in mind, and assuming you’ve got what should be an order-pulling sales letter, let’s focus our attention specifically on the problem of finding mailing lists that produce profitable orders.
Common sense should tell you that without a good mailing list, the time and money you spend on market research, advertising layout and knowledge relating to the rules of direct mail will just be wasted effort. In other words, unless you get your offer to the right buyers, you might as well save your time and money. Continue reading “More Secrets to Renting Mailing Lists”
At Strategic List Services we know how to do the research to find exactly what you need for your next Marketing Campaign. Mailing lists are still the number one way to reach out to Businesses or Consumers. Using a postcard or brochure to get your message across is still one of your best options. When you contact us we do all the work for you and give you the best options we can find meeting all of your demographic selections. Continue reading “How to Find the Best Mailing List”
We recently had one of our past customers come back to us for another mailing list. He’s a real estate agent from Baltimore and he rented a small list some time ago which produced great results for him. In this blog post I am going to share with you exactly what kind of list he rented, so you can do the same.
His mailing list was customized just for him using the following selects:
LOR (Length of Residence) = 1-14 years
Household Income $40k+
Certain zips codes
He sent out only 500 letters asking these renters, “Have you ever thought about buying a house? Did you know that your mortgage payment could turn out to be the same as your rent? Give me a call to discuss!”
Pretty simple, right? You could do this too. Based on those 500 letters, he got 10 responses (a 2% conversion, which is good) which resulted in 2 sales. Do you know what the ROI (return on investment) that is? Neither do I… because I didn’t ask him how much commission he made on those two sales, but let’s take a guess. What if he made $6000 in commissions?
Do you think renting a mailing list and sending it out to a targeted group of people in your area would be worth your time?
Here’s Another Target Group
How about renting a list of elderly people (age 90+) who are homeowners, and whose homes are valued at over $300,000? Can you imagine what you could do with that list? Here’s a better question: Can you imagine how you could help these people?
Our assumption is that they are elderly and possibly getting ready to move into assisted living. They are going to need a caring realtor who will help them make this transition. Timing is everything and your letter might just arrive at exactly the right time! What if the elderly wife or husband just went into care? The remaining spouse could really use your help – and fast.
We have found that writing out the address by hand has a greater chance of getting people to open and read the letter. Now, you might find that you do not have the time to address hundreds or thousands of envelopes. Do you know who has time, wants money and has beautiful handwriting? Teenaged girls, that’s who! Contact your local high school and hire 3 or 4 teenagers to spend a few hours writing out the addresses on the envelopes. Make it competitive, so whoever finishes the most envelopes get an iTunes card as a bonus. If you had 3 girls working for 3 hours and you paid them $8/hr, your cost would be only $72 plus the iTunes card. I would estimate they could each do 60 envelopes an hour (or more), so in the end, you’d have 540 envelopes done and ready for mailing. Believe me, it’s worth it.
Here are Strategic List Services, we are all about helping our customers find their ideal clients so that you can grow your business and increase your revenue. We love what we do!
Give us a call today to see how we can help you too.
According to the National Association of Realtors (NAR), single women bought their first homes at twice the rate of men in 2009, which presents a fantastic direct marketing opportunity for real estate professionals. Not only can you rent a mailing list specifically targeting this group, but also design your mailing piece with them in mind.
“Several developments during 2009, including record affordability and the availability of the first-time home buyer tax credit, drew first-time buyers to the market,” according to the NAR.
When I say postcard, maybe you think of the old-fashioned, jagged-edged dull pieces of cardstock. Think again! Today’s postcards are vibrant, high-impact creations with images so real they’ll jump off the page at you. And the best thing about them…
1. They’re Short and Personal
Let’s face it, people just don’t have time to sort through a lot of advertisements and junk mail. If the truth be known, they immediately identify ads and pitch them into the trash without ever slitting the envelope.
One of the biggest strides in direct mailover the last decade and a half is the advent of the “direct mail to internet” combination.
In the past, marketers would use what’s called a “one two” mailer to tease interest. For example, you might offer a free guide or report to be sent to someone. You mail that offer to a large list, then cultivate a smaller list of people who responded. That second list of responders gets marketed to much more heavily.
The downside to this previous “one two” method is that it’s very costly. Not only do you have to do an expensive direct mail campaign for a free product that you’re not making a profit on, but you also have to send the free product and then more mailers until you have a sense of whether or not the campaign was a success.
The internet has changed all that. Now, you can do almost exactly the same thing, much more efficiently and for a far lower cost.
How the Direct Mail to Internet Combo Works
The direct mail to internet combo works like this. A direct mail piece is sent out as a teaser. The direct mail piece has a strong offer (with a benefit statement or promise), along with tons of proof and testimonials.
Instead of asking someone to mail back or call for a free report, they’re sent to your website instead. Each direct mail piece has a unique code, such as “8YF64TK6” that the user needs to type in when they get to the site to get their freebie. They must also give you their email address to gain access to your free offer.
Once the code is typed in, you’ll know exactly who typed it in and what their address is, based on your mailer’s database because you will “keycode” each name with a unique code. In other words, you can look them up by their code.
You now have a “hot” lead. You have someone who’s expressed interest in what you’re offering, someone who’s much more likely to buy.
The Magic of this Direct Mail to Internet Combo
What really makes this combo tick is how much cheaper you can do it than the traditional way.
It doesn’t take that much to get someone to go to a web address. On the other hand, it takes a huge amount of effort to get someone to mail back a card. Almost everyone is on their computer at some point every day!
That means that instead of having to do a two-page or a seven-page mailer, you can often get profitable results with just a postcard. A great postcard can drive a lot of people to your website, cutting down the price per mailing dramatically.
This technique opens up a whole host of other media that you can try out. You can try half page or even quarter page ads in magazines profitably, for example.
This internet-based “one two” mailer is much more cost effective than the traditional method. It also tends to convert better, as people today often feel more comfortable entering personal information online than on a direct mail form. As you follow up by email with more and more valuable information, you will increase the likelihood of that lead becoming a customer for life.
Top Three Options for the Postal list you just received.
Have you ever rented a postal list and then held onto it for awhile because you were too busy to do anything with it? Or have you ever wasted a rented mailing list because you didn’t know exactly what to do with it? In this article, I’ll give you the top three things you can do with your mailing list right away before it goes stale.Continue reading “Top 3 Things to Do with your New Mailing List”