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The snail mail advantage - Articles - Employee Benefit Adviser
The snail mail advantage - Articles - Employee Benefit Adviser
The Snail Mail Advantage
- Thread starter xrac
- Start date
- 321
Direct mail is still the most cost effective Lead Generation (IMO) medium out there...
- 150
I'm going to agree with RadiusBob. I have used direct targeted postcard marketing; with repetition. It works, when they called me they had anywhere from 1 to 8 of the post cards I sent to them.
Incidentallly I was targeting a small town with approximately 12000 homes. My first target was non-owner occupied homes. approx. 3K homes. I sent to those at least 4 times. Then began the blanket of the entire town, Did it cost? Yes approximately (at the time; .34 c per card). Did it pay off? The returns were in the 1000ths percentile on ROI.
Incidentallly I was targeting a small town with approximately 12000 homes. My first target was non-owner occupied homes. approx. 3K homes. I sent to those at least 4 times. Then began the blanket of the entire town, Did it cost? Yes approximately (at the time; .34 c per card). Did it pay off? The returns were in the 1000ths percentile on ROI.
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As a newer agent, how would I go about getting started with this?
- 150
Love, Love; I bought a list of the tax roles from the county assessors office, it cost me $50 and was able to export into excel. I sorted, filtered, then created my list. I used USPS postcard templates, used the black and white cheapest one to send. I uploaded the message/template, uploaded my list; put in my cc number and the post man delivered.
VacantHomeIns
Expert
- 85
I can't believe anyone would opt to use mailers anymore unless you are in an industry with a proven track record where you KNOW it works. People throw 98% of this stuff away. No way
It may work in some areas and for some products.
BUT...
I do Commercial P&C in New England, and whenever I have an appointment , I usually notice a pile of junk mail in the trash of the receptionist/secretary or the decision maker...mostly unopened.
I have asked business owners how they feel about mailers. The reply was a unanimous "Hate it".
I ...or I should say, the agency,recently sent over 200 follow up letters to people I have met at networking functions. 2 people made it a point to say"thanks for adding to my junk mail". I asked a few others and no one remembered seeing it...which means it was probably intercepted by the secretary and tossed.
BUT...
I do Commercial P&C in New England, and whenever I have an appointment , I usually notice a pile of junk mail in the trash of the receptionist/secretary or the decision maker...mostly unopened.
I have asked business owners how they feel about mailers. The reply was a unanimous "Hate it".
I ...or I should say, the agency,recently sent over 200 follow up letters to people I have met at networking functions. 2 people made it a point to say"thanks for adding to my junk mail". I asked a few others and no one remembered seeing it...which means it was probably intercepted by the secretary and tossed.
- 11,066
DM can work. But it depends on your market and demographics.
I have been having some success lately in the annuity markets with DM.
For individuals I have found that postcards work the best because they are seen immediately.
The post card has to stand out though. If your marketing LI,DI, etc then I feel that you need generic sample rates of some kind right on the card.
For annuities or retirement planning you need interest rate ranges or some type of "catch" not found on most mail houses generic annuity mailers.
On that note, I would suggest creating your own postcard design. I have looked at every major mail house that I know of and have not found one annuity mailer that I would be willing to pay to send out.
But older and more rural demographics always seem to do best with DM.
As far as business owners go, it can work... but I wouldnt suggest postcards.. at least not loose postcards.
If they have a receptionist that sorts mail for them, most postcards will be thrown in the trash.
Many mail houses give you the option to send a postcard in an envelope. If you send an envelope with a handwritten address (or the print type that looks handwritten) and a real stamp on it, I guarantee it will get opened and at least looked at 3 or 4 seconds.
I still havent tried DM with business owners yet though... its on my to do list for the year.. lol
I have been having some success lately in the annuity markets with DM.
For individuals I have found that postcards work the best because they are seen immediately.
The post card has to stand out though. If your marketing LI,DI, etc then I feel that you need generic sample rates of some kind right on the card.
For annuities or retirement planning you need interest rate ranges or some type of "catch" not found on most mail houses generic annuity mailers.
On that note, I would suggest creating your own postcard design. I have looked at every major mail house that I know of and have not found one annuity mailer that I would be willing to pay to send out.
But older and more rural demographics always seem to do best with DM.
As far as business owners go, it can work... but I wouldnt suggest postcards.. at least not loose postcards.
If they have a receptionist that sorts mail for them, most postcards will be thrown in the trash.
Many mail houses give you the option to send a postcard in an envelope. If you send an envelope with a handwritten address (or the print type that looks handwritten) and a real stamp on it, I guarantee it will get opened and at least looked at 3 or 4 seconds.
I still havent tried DM with business owners yet though... its on my to do list for the year.. lol
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