Direct Mail Marketing Campaign Logistics

[Phil Z.]

I'm working on a Direct Mail Marking Campaign Program.

I have decided to make each marketing piece 'due' after X DAYS from the 'start' date.

The other option was to make each piece due X DAYS after the last piece was sent out.

Any recommendations?

[Michael Nyszczot]

@Phil Z.

Create a Monthly marketing plan and break it down into weekly tasks. I had a weekly marketing dayhen I bought homes directly from home sellers I was marketing to multiple lists with different media and messages.  

No need to purchase special software besides Excel. Each week I blocked off time for setting up the weekly marketing tasks, based on the monthly marketing plan.  

On the weekly marketing day:

• Pull new leads to mail (example new expired listings from MLS, new Probate leads from courthouse, 3rd party data providers, new vacant house leads, etc.)
• • I used Excel as my master database. Each tab is a different marketing list.
  • I updated the database with new leads, enter the date of the first mailing and then a formula I created fills in the rest of the days for when to mail to the next letter or postcard
  • I then mail merge the letters to be mailed for the week. Both new mailings and sequential mailing of all marketing lists.
    • Each Word file has its own Excel file template for mail merge. I copy and paste the data fields from the database to mail merge
    • Mail merge makes the letters personalized which increased readership and response. I am addressing the person by name and maybe referencing the house I want to buy.
  • Once you run the mail merge, save the file as a PDF and send the PDF to print.
  • I provide someone the printed letters to stuff, add stamps, hand addresses the envelopes, and mail the letters.
  • For postcards I use click2mail and upload my weekly lists to mail to and all my different postcard templates are already saved on click2mail.
    • Mail merge postcard, check the proofs, set what day to mail and click to pay

Below is a screen shot of my excel database. This tab is my Expired Listing mailing list. I get the subject property and date of expired listing from the MLS and from the public records you get the owner's name and mailing address. From the example below John Doe lives at his house and Bob Smith does not, so he is a out of area landlord. You type in the day of the first mailing (letter 1) and the columns to the right of Letter 1 are formulas, so that I know when next day to mail to them.

Hope this helps and good luck!