All yellow letters or mix it up?

[Trevon Peracca]

I'm looking to start campaign number three here in the next week or two. I've seen people who are exclusive to yellow letters, but I have also seen people who like to mix it up and use a more cost-effective strategy. By that I mean on the first touch could be a postcard, the second touch could be a letter, the third touch could be a zip letter, fourth can be another yellow letter and fifth can be a professional typed letter with company logo. Anything after the fifth letter can just be a postcard.

I'd like to hear some thoughts on this. Which is most effective, and which is most cost-efficient? I'm in the west suburbs of Chicago.

[Adrien C.]

I mix it up. My response rate drops with each mailing but the quality of the lead increases. I'm a firm believer that's it's not so much the type of mailing or even content but the timing. You could write a message on a napkin and if it hits the person at the right time- they call. For example- I mailed this guy 4-5 times and he tossed it in the garbage. He was a happy landlord. Then his tenants lease expired and he realized how trashed the place was. My last letter to him hit his box the day he viewed his trashed place. It's all about the timing and getting lucky.