About two years ago I started getting real serious about doubling the size of my P & C agency. After researching marketing resource after resource we developed a system for tracking success and started to implement some of our new marketing ideas and track the results. Telemarketing of course was #1, Referral program stayed at #2, and moving up to #3 spot was direct mail with a success/response rate that was nearly triple anything we tried in the past.
If this sounds too corny to even try, please forgive me. I had some marketing co-op money left to spend at year end so I bought some business card sized dispensers filled with tiny mints !! Just for the heck of it we put one in with every mailer that month and our response rate tripled ! After tracking the responders for nearly a year now the general consensus is not the free mints, it was the rattling in the envelope that got them to open it. Of course, once opened they noticed our tasteful marketing pieces and the response rate was great. Granted, our product is marketed on price, but this proved to me that getting the envelope opened must be half the battle.
Well.... try it if you like, but it's working better for my agency than any other direct mail piece in the past twenty years. Oh yeah, they seem to prefer the cinnamon over the peppermint
If this sounds too corny to even try, please forgive me. I had some marketing co-op money left to spend at year end so I bought some business card sized dispensers filled with tiny mints !! Just for the heck of it we put one in with every mailer that month and our response rate tripled ! After tracking the responders for nearly a year now the general consensus is not the free mints, it was the rattling in the envelope that got them to open it. Of course, once opened they noticed our tasteful marketing pieces and the response rate was great. Granted, our product is marketed on price, but this proved to me that getting the envelope opened must be half the battle.
Well.... try it if you like, but it's working better for my agency than any other direct mail piece in the past twenty years. Oh yeah, they seem to prefer the cinnamon over the peppermint