How To Triple Your Response Of
All Your Direct Mail and
Postcard
A member recently
asked a great question, and I
want to share the answer with
you here.
Here's the
conversation we had pretty much
as I remember it.
Member:
How do I improve the response to
my direct mail and postcards?
Russ:
There are a dozen ways to
improve response. Most of them
you all ready know.
-
Improve the
copy
-
Improve the
call to action
-
Offer
something with no risk
-
Personalize
the message
-
Improve the
mailing list
-
Sequenced
mailings
Member:
Wait. What the heck is a
sequenced mailing?
Russ:
That's where you send the same
mail piece or a similar one to
the same person a number of
times. I recommend sending
additional mailings every 21- 30
days. We have found that our
response increases by 25% when
you have a Red stamp with a
Second
Notice and
Third
Notice on your letters
and postcards.
Member:
Are you telling me to mail the
same letter or postcard that
they did not respond to the
first time again?
Russ:
Exactly. And maybe even more
than just one more time. At
least 3-4 more times. I’ve
preached for years that
“frequency builds trust.”
Member:
You're joking right?
Russ:
Nope. See, the first time you
sent your letter or postcard,
the person might not have even
seen it. Or he might have had a
bad day, or maybe the wife got
to the mail first, or he just
didn't think he needed what you
offered. Think about it for a
minute…does your spouse show you
every piece of mail that ends up
in your mail box?
But things can
change in people's lives very
quickly. Let's say you sent a
letter or postcard to a widow
with a headline that says,
“Mary, Don’t be a Victim of
Bankers Greed.” But the first
time she throws the letter or
postcard away and you get no
response. Two weeks later she
learns her interest on her CD
has dropped to 3%. Three weeks
later, your second letter or
postcard shows up. And boom, she
calls your 800 24-hour recorded
message or she goes to your lead
generating website.
There is no way
to tell what is happening in the
lives of the people we are
marketing to.
This process of
sequenced mailings works best
with people who have already
asked you for information -
leads. Sequenced mailing to a
niche list to IRA and CD Holders
using the right message will get
results.
We do a sequenced
mailing to all our leads that
call or 800 number for a free
report. I can’t count the number
of times we get phone calls to
our office and the first thing
someone tells us is that they
have received a number of our
postcards and reports and
they’re ready to move forward.
A few years back
I had an elderly lady call me
and ask for an appointment.
When I arrived she pulled out 13
postcards I’d mailed her over a
2 year period. It shocked me to
see so many of the postcards I
mailed her. I asked why did you
call me now and she said for two
reasons, “the first she wanted
to make sure I was going to be
around for awhile and the second
she had a two year CD for
$250,000 and it just matured
that day and she wanted to move
it to an annuity.
Sequential
mailing, drip marketing and
relationship building marketing
works.
---End of
conversation---
I don't know who
originally came up with this
idea of sequential mailing. But,
it works if you follow the
system. If you’re not using
sequential mailing you’re losing
at least 65% of future leads.
For more
information on sequential
mailing go to:
http://www.ultimateinsurancesystem.com/specialreport.htm
For more
information on our website and
client newsletter go take a test
drive over at
http://www.PmrSystem.com
