Direct Marketing Best Practices

[Paige Rockaway]

Hey BP!

I was just wondering what everyone's direct marketing campaign best practices were? One of the BP podcasts I recently listened to suggested typing letters that looked hand-written and personalizing them, while others suggested to make it look like bill so that people read them. Some people have even suggested using bold paper colors like highlighter yellow or orange. Just wondering what works best to capture people's attention, yet still look professional? Also well as do postcards or letters work best? 

Thanks everyone!

[Claire Trammell]

@Paige Rockaway

@Adrien C. is right: everything. 

It is a matter of your market as well. Every market is different and will have a variation of what works. If there was a specific tool that worked head and shoulders above the rest, everyone would do it. You will have to test your market to see what is working. 

Keep in mind that direct mail tends to work best when you send a campaign of 5-7 different pieces, 4 weeks apart from each other. Follow ups are key as the average person takes 3-5 touches before picking up the phone to respond.

It might help you if you had an idea on what to expect in respect to the response rates. Here are the average response rates we have seen based on our customer feedback as well as our own mailings throughout the years:

Yellow Letters- average response rate of 8%-9%, all kinds of calls (angry calls, curious calls, tire-kickers, quality calls)

Postcards- average response rate of .5%, mostly quality calls.

Zip Letters- average response rate of 2%, mostly quality calls. (Great for follow ups)

Greeting Cards- average response rate of 2%, mostly quality calls. (Great for follow ups)

You are on the right track by reading up in the forums about what is working for other investors. Why reinvent the wheel, right? I would recommend taking some time to look around in your area to see what is circulating in the mail, then start thinking of ways to make changes to those to stand out from the rest.

Feel free to reach out to me if I can help any further. Good luck!