Devil’s Advocate for direct mail plan

[Chris Trupiano]

Hello! I'll soon send out my first mailing and am hoping for any with past experience to point out any questions I'm not considering, or further poke holes in my plan. I'm looking for value add, small multi family.

I’ve built a property violations list from county data. I’ve narrowed it to 2-4 unit properties, and further refined with GIS to my target areas of town. I’m intending to split test yellow letters and postcards to begin (currently considering Yellow Letter Complete), mailing every 3 weeks before settling on the more successful after 12 weeks. I’m using google voice to field calls, with a voicemail set up to field any I’m somehow unable to answer. Tracking how many letters are sent out, calls coming in, qualified leads from them, and closed deals. My current thoughts:

1. Beside a voicemail message, what other systems should I have in place prior to beginning to not miss any potential leads, or make the process smoother? Would a website for leads traffic be worth the expense?
2. Any thoughts or recommendations on violations lists themselves? My list is very specific so quite small (~240 total). I’ve also thought of adding a delinquent tax list. Would it be better to hone my skills/mail message first, or get in front of both from the start.
3. Any recommendation on your set up to track split testing of mailings? 
4. Any other aspects I'm overlooking?

I appreciate all help and advice!